1. Student's full name: Ta Duong Tra My 2. Gender: Female
3. Date of birth: November 10, 1998
4. Place of birth: Thai Binh
5. Decision on student admission No. 2948/2021/QD-XHNV dated December 28, 2021, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process: None.
7. Thesis title: “The Impact of Electronic Word-of-Mouth on the Accommodation Booking Intentions of Generation Z Domestic Tourists”.
8. Major: Tourism; Code: 8810101.01
9. Scientific supervisor: Dr. Dao Minh Ngoc – Faculty of Tourism and Hospitality, National Economics University.
10. Summary of the thesis results:
The thesis "The Impact of Electronic Word-of-Mouth on Accommodation Booking Intentions of Domestic Tourists of Generation Z" outlines the theoretical basis of electronic word-of-mouth, accommodation booking intentions, and the characteristics of domestic tourists of Generation Z. In addition, the author examines the relationship between electronic word-of-mouth and the behavioral intentions of tourists of Generation Z, particularly in the tourism and hospitality sectors.
Through data research and questionnaire surveys, the author assessed the impact of electronic word-of-mouth (eWOM) on the booking intentions of Generation Z based on factors including: eWOM quality, eWOM quantity, eWOM reliability, eWOM provider expertise, perceived similarity with the eWOM provider, and perceived eWOM usefulness. After regression analysis, two factors were found to have no statistical value as they did not affect the booking intentions of the surveyed customers: the quantity of eWOM and the perceived similarity with the eWOM provider.
Based on the above, after discussing the research results, the author makes several recommendations for accommodation businesses, booking website managers, and competent authorities on leveraging eWOM elements to promote accommodation services, increase the level of participation in receiving and sending eWOM by tourists, thereby strengthening the intention of potential tourists to book services in the future.
11. Practical applications:
This thesis provides a theoretical basis and analysis of the factors of electronic word-of-mouth (eWOM) that influence the booking intentions of Generation Z tourists. By identifying which elements of eWOM positively influence the booking intentions of Generation Z tourists, the thesis can help accommodation businesses, booking website managers, and competent authorities leverage the usefulness of eWOM in managing and effectively utilizing electronic word-of-mouth information when doing business in the accommodation industry in Vietnam.
12. Future research directions:
Based on the results obtained from the survey sample analysis, the research showed that electronic word-of-mouth factors explain 32.3% of the influence on the intention to book accommodation services among Generation Z tourists in Vietnam. Since this is one of the customer groups that will shape future consumption trends, the study opens up avenues for further research into the factors influencing the behavioral intentions of this group in the tourism and hospitality sector. This could help tourism businesses, especially in the accommodation sector, develop solutions to promote customer intentions and behavior.
INFORMATION ON MASTER'S THESIS
1. Full name: Ta Duong Tra My 2. Sex: Female
3. Date of birth: November 10th, 1998
4. Place of birth: Thai Binh
5. Admission decision number: 2948/2021/QD-XHNV; Dated: December 28, 2021 by the Rector of the University of Social Sciences and Humanities, Hanoi National University
6. Changes in academic process:
7. Official thesis title: “The impacts of electronic word of mouth (eWOM) on Vietnamese Generation Z domestic tourists' intention to reserve accommodation”.
8. Major: Tourism 9. Code: 8810101.01
10. Supervisors: Dr. Dao Minh Ngoc
11. Summary of the findings of the thesis:
The thesis presents the theoretical foundation for electronic word of mouth (eWOM), intention to book accommodation services and characteristics of generation Z domestic tourists. In addition, the author examines the relationship between electronic word of mouth and behavioral intentions of generation Z tourists, especially in the tourism and hotel sectors.
Using data analysis, and questionnaires, the thesis evaluates the impact of electronic word of mouth (eWOM) on generation Z's intention to book accommodation services through factors including: eWOM quality, eWOM quantity, eWOM credibility and sender expertise, homophily and perceived usefulness. After regression analysis, two factors were found to have no statistical value because they did not affect the intention to order services of the survey customers, including: eWOM quantity and homophily.
From the above basis, after discussing the research results, the author makes a few recommendations for acommodations of business, booking website's managers and competent authorities in taking advantage of these results. Using eWOM elements to promote accommodation services, push participating in receiving and sending eWOM, thereby companies strengthen booking intention of potential tourists.
12. Practical applicability:
The thesis provides a theoretical basis and analyzes the impact of eWOM on booking intention of generation Z tourists. Through determining elements of eWOM which have a positive influence on booking intention, the thesis proposes solutions to effectively manage and use eWOM for businesses and relevant authorities.
13. Further research directions:
Generation Z is one of the customer groups that will determine future consumption trends. Therefore, the topic opens further research on the factors that influence customers' behavioral intentions in the field of tourism. This can help tourism companies, especially in the accommodation sector, come up with solutions to push customers' actions.
