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. Student recognition decision No. 2948/2021/QD-XHNV dated December 28, 2021 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in training process: None.
7. Thesis title: “The impact of electronic word of mouth on the accommodation booking intention of generation Z domestic tourists”.
8. Major: Tourism; Code: 8810101.01
9. Scientific advisor: Dr. Dao Minh Ngoc - Faculty of Tourism - Hospitality, National Economics University.
10. Summary of thesis results:
The thesis “The impact of electronic word of mouth on the intention to book accommodation services of domestic tourists of generation Z” presents the theoretical basis of electronic word of mouth, intention to book accommodation services and characteristics of domestic tourists of generation Z. In addition, the author examines the relationship between electronic word of mouth and behavioral intention of tourists of generation Z, especially in the field of tourism and hotels.
Through the method of data research and questionnaire survey, the author evaluates the impact of electronic word of mouth (eWOM) on the intention to book accommodation services of Generation Z through factors including: eWOM quality, eWOM quantity, eWOM reliability, eWOM provider expertise, perceived similarity with eWOM provider, perceived usefulness of eWOM. After regression analysis, there are two factors recorded as having no statistical value because they do not affect the intention to book services of the surveyed customers including: eWOM quantity, perceived similarity with eWOM provider.
Based on the above, after discussing the research results, the author makes some recommendations for accommodation businesses, booking website managers and competent authorities in taking advantage of eWOM elements to promote accommodation services, increase the level of participation in receiving and sending eWOM of tourists, thereby strengthening the intention of booking services of potential tourists in the future.
11. Practical application:
The thesis provides a theoretical basis and analysis of electronic word-of-mouth factors affecting the accommodation booking intention of Generation Z tourists. By determining which eWOM factors have a positive impact on the accommodation booking intention of Generation Z tourists, the thesis can help accommodation businesses, booking website management units and competent authorities take advantage of the usefulness of eWOM to effectively manage and use electronic word-of-mouth information when doing accommodation business in Vietnam.
12. Further research directions:
From the results obtained during the analysis of the survey sample, the research topic has shown that electronic word-of-mouth factors explain 32.3% of the influence on the intention to book accommodation services of Generation Z tourists in Vietnam. Since this is one of the groups of customers that will position future consumption trends, the topic opens up a direction for further research on the factors that influence the behavioral intentions of this group of customers in the tourism and hotel sector. This can help tourism service businesses, especially in the accommodation sector, come up with solutions to promote customer intentions and behaviors.
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.
