Research on the Relationship Between Attitude and Intention for the Development Sharing Economy Model of E-Tourism Enterprises in Vietnam

Abstract

The study aims to explore the relationship between the attitude and the intention to develop the sharing economy model of enterprises in the field of online travel services in Vietnam. Based on using the method of interviewing experts and processing, analyzing, and evaluating the results of the investigation and survey of 263 enterprises (notified and registered with the Ministry of Industry and Trade of Vietnam under Decree 52/ND-CP) or foreign enterprises with representative offices/authorized agents in Vietnam), research shows perceived benefits of the sharing economy model, state support, willingness to of enterprises, market readiness is related to the development attitude and intention to develop the sharing economy model of enterprises. In addition, the authors used multi-group structural analysis among business types to assess the differences of business types towards the intention and attitude of developing the sharing economy model. such as the difference in the impact of variables in the research model between types of businesses in the field of online tourism services in Vietnam. From these results, the study implies several policies to develop the sharing economy model of enterprises in the field of online tourism services in Vietnam, as well as proposes further research directions as follows: develop a sharing economy model suitable to the scale and application of e-commerce and each type of business in the field of online tourism in Vietnam.