The Impact of Brand Value Factors on Online Booking Intention of Domestic Tourists in Nha Trang City, Vietnam

Abstract

The study clarifies the relationship between brand value and domestic tourists' online booking behavior. There were 450 surveys sent out and 412 surveys were collected. During the data entry and data cleaning process, there were 22 invalid answer sheets. As a result, 390 surveys met the requirements to be used for data analysis. Convenience sampling was used to gather data from 390 visitors who stayed at 15 1 to 2 star accommodations in the city of Nha Trang, Khanh Hoa province, Vietnam. SPSS 22.0 is used to analyze to find the optimal research model and determine the level of impact between the variables in the model. The researcher conducted Cronbach's alpha reliability analysis and EFA exploratory factor analysis to measure and test the convergence of variables. Besides, the researcher conducted regression analysis to test research hypotheses and research models. Finally, there is the T-test and Anova test. The research’s results show that brand awareness, brand image, perceived quality and brand loyalty have, from high to low, impacts on the online booking intention of domestic tourists. In particular, brand awareness has the most positive impact on the online booking intention of domestic tourists, especially after the Covid-19 pandemic. The results contribute to help hotels better understand the components that impact online booking intentions of domestic tourists in Nha Trang through tourists' perception and behaviors when booking online. Simultaneously, the research propose managerial implications and solutions to improve business efficiency of accommodation establishments.