Ý định đặt phòng trực tuyến của khách du lịch từ Thành phố Hồ Chí Minh: Ứng dụng mô hình UTAUT2

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Tác giả: Thị Như Quỳnh Đinh, Văn Thông Phạm, Dục Thức Trần

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Kinh tế và Ngân hàng châu Á, 2024

Mô tả vật lý: tr.88-103

Bộ sưu tập: Metadata

ID: 403197

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Currently, in practice, studies on online booking intention of tourists in Vietnam are of more interest, while studies on tourists from Ho Chi Minh City (HCMC) ) to other areas is still limited. In addition, studies examine the relationship between factors affecting satisfaction and travel intention to improve the competitiveness of Vietnamese online travel agencies in the context of expanding market share. and there is very little integration. The article uses the adoption model, extended technology (UTAUT2) and the intermediate variable satisfaction to explore the factors that affect the intention to continue shopping for tourists from Ho Chi Minh City. HCM based on convenience non-probability sampling method and 249 valid votes on google form. SPSS 25 and Smart PLS 4.0 software were used to verify and analyze the obtained data. The results of model testing and analysis show that independent variables such as performance expectations (PE), effort expectations (EE) and price value (PV) all have an influence on the intermediate variable, which is satisfied (ST). On the other hand, the variables social influence (SI), enjoyment motivation (HM), satisfaction (ST) are also confirmed to have an influence on tourists' online booking intention (CI), only Only the influence from the variable favorable conditions (FC) is not statistically significant. Based on the analysis results, the study proposed 4 groups of implications to increase the intention to continue booking online of tourists from Ho Chi Minh City to other places.Hiện nay về thực tiễn, các nghiên cứu về ý định đặt phòng trực tuyến (ĐPTT) của khách du lịch tại Việt Nam được quan tâm nhiều hơn trong khi đó các nghiên cứu về du khách từ Thành phố Hồ Chí Minh (TP. HCM) đến các khu vực khác còn hạn chế. Bên cạnh đó, các nghiên cứu xem xét mối quan hệ giữa các yếu tố tác động đến sự hài lòng và ý định ĐPTT nhằm nâng cao năng lực cạnh tranh của các đại lý du lịch trực tuyến Việt Nam trong bối cảnh mở rộng thị phần và hội nhập có rất ít. Bài viết sử dụng mô hình chấp nhận, công nghệ mở rộng (UTAUT2) và biến trung gian sự hài lòng nhằm khám phá các nhân tố tác động đến ý định tiếp tục ĐPTT của khách du lịch từ TP. HCM dựa trên phương pháp chọn mẫu phi xác suất có tính thuận tiện và 249 phiếu hợp lệ trên google form. Thông qua kiểm định thang đo, phân tích mô hình đo lường và mô hình cấu trúc bằng các phần mềm SPSS, SmartPls, kết quả cho thấy các biến độc lập như kỳ vọng hiệu quả (PE), kỳ vọng nỗ lực (EE) và giá trị giá cả (PV) đều có ảnh hưởng lên biến trung gian là sự hài lòng (ST). Mặt khác, các biến ảnh hưởng xã hội (SI), động lực thụ hưởng (HM), sự hài lòng (ST) có ảnh hưởng lên ý định ĐPTT (CI) của khách du lịch
tuy nhiên, sự ảnh hưởng từ biến điều kiện thuận lợi (FC) là không ý nghĩa thống kê. Dựa trên kết quả phân tích, nghiên cứu đã đề xuất bốn nhóm hàm ý nhằm gia tăng ý định tiếp tục ĐPTT của khách du lịch từ TP. HCM đến các nơi khác.

1. Đọc trực tuyến

1. Đọc trực tuyến

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