INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name:NguyenThi Quynh Trang 2. Gender: Nwoman
3. Date of birth:31/08/2002
4. Place of birth:Hai Phong
5. Decision to recognize student number:7353/ Decision-XHNVday:31/12/2024by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in the training process:
7. Thesis title:The impact of online word-of-mouth (eWOM) on the accommodation selection intentions of Gen Z travelers.
8. Major: Tourism; Code: 8810101.01
9. Scientific supervisor: Dr.Bui Nhat Quynh; Dr. To Quang Long
10. Summary of the thesis results:
The thesis "The Impact of Online Word-of-Mouth (eWOM) on the Accommodation Choice Intentions of Gen Z Tourists" focuses on researching the factors influencing online word-of-mouth on Gen Z's accommodation choice intentions. It aims to provide important practical insights for accommodation businesses and tourism marketers in better understanding the psychological characteristics, tastes, trends, and accommodation choice intentions of Gen Z tourists.
The study comprises four main chapters, with the following important contributions:
Academic gap: The thesis identifies contradictions in research results and previous studies, as some recent studies have indicated skepticism of Gen Z regarding eWOM. This needs further clarification, especially in the context of Vietnam today.
Theoretical basis: Based on theories of information acceptance (IAM), planned behavior theory (TPB), and customer-based brand value theory (CBBE), this thesis clarifies the process by which online word-of-mouth factors influence Generation Z's intention to choose accommodation.
Experimental research results: The tested relationships reflect that Gen Z's accommodation selection behavior is not determined by a single factor, but rather is the result of information reception, perception formation, information acceptance, and Gen Z's attitude, in addition to being influenced by the dominant factor of brand trust, ultimately leading to the intention to choose.
Proposed solutions: This thesis proposes several solutions to contribute to improving the effectiveness of online word-of-mouth marketing in attracting Generation Z tourists to accommodation establishments, while also offering recommendations for accommodation establishments, tourists, online platforms, and state management agencies to enhance the effectiveness of online word-of-mouth marketing management in the context of digital transformation.
Theoretical Contribution: This thesis contributes to strengthening the Information Acquisition (IAM) theory, the Planned Behavior (TPB) theory, and the Customer-Based Brand Value (CBBE) theory. Furthermore, the thesis suggests an approach to eWOM as an information process, where the characteristics of online information can influence the perception and reception of information, thereby shaping the subsequent responses of Generation Z tourists.
11. Practical applications:
The research findings provide a practical basis for developing and adjusting eWOM management strategies to reach Gen Z tourists. Accommodation establishments can prioritize resources for factors that significantly influence Gen Z's decision-making process. Furthermore, the research results can be used to support accommodation establishments in improving the quality of content provided on online platforms to better suit their target audience: Gen Z tourists. Simultaneously, identifying eWOM factors that influence perception and choice intentions helps businesses prioritize resources for improving the quality and authenticity of online information, managing customer reviews and feedback, and enhancing the image and brand trust of the accommodation establishment.
12. Future research directions: Further research could utilize longitudinal studies to track changes in customer perceptions and selection intentions before and after exposure to eWOM.
13. The published works related to the thesis:
1. Nguyen Thi Quynh Trang, Bui Nhat Quynh, To Quang Long (2026) The role of online word-of-mouth (eWOM) in the accommodation selection intentions of Gen Z tourists. Journal of Education & Society, No. 215 (276), July 2026 (part 2).
INFORMATION ON MASTER'S THESIS
1. Full name of student: NGUYEN THI QUYNH TRANG 2. Gender: Female
3. Date of birth: August 31, 2002 4. Place of birth: Hai Phong
5. Decision on recognition of graduate student status: Decision No. 7353/QD-XHNV dated 31 December 2024, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes during the training period:
7. Thesis title:
The Impact of Electronic Word-of-Mouth (eWOM) on Gen Z Tourists' Intention to Choose Accommodation
8. Major: Tourism Program code: 8810101.01
9. Academic supervisors: Dr. Bui Nhat Quynh; Dr. To Quang Long
10. Summary of the main findings of the thesis
The thesis entitled “The Impact of Electronic Word-of-Mouth (eWOM) on Gen Z Tourists' Intention to Choose Accommodation” investigates the factors associated with electronic word-of-mouth that influence Gen Z tourists' intention to choose accommodation establishments. The study aims to provide an important empirical basis for accommodation businesses and tourism marketers to gain a deeper understanding of the psychological characteristics, preferences, trends, and accommodation choice intentions of Gen Z tourists.
The thesis consists of four main chapters and makes the following key contributions:
Academic research gap:The thesis identifies inconsistencies among previous research findings. In particular, recent studies have indicated that Gen Z may demonstrate skepticism toward eWOM. This issue requires further clarification, especially within the specific context of Vietnam.
Theoretical foundation:Drawing on the Information Adoption Model (IAM), the Theory of Planned Behavior (TPB), and the Customer-Based Brand Equity (CBBE) theory, the thesis clarifies the process through which eWOM-related factors influence Gen Z tourists' intention to choose accommodation establishments.
Empirical findings: The tested relationships indicate that Gen Z's accommodation choice behavior is not determined by a single factor but rather results from a process involving information exposure, perception formation, information adoption, and attitude formation. This process is also influenced by brand trust, which ultimately contributes to the formation of accommodation choice intention.
Proposed solutions: The thesis proposes several solutions to enhance the effectiveness of eWOM in attracting Gen Z tourists to accommodation establishments. It also provides recommendations for accommodation establishments, tourists, online platforms, and government authorities to improve the management and effectiveness of eWOM in the context of digital transformation.
Theoretical contributions: The thesis contributes to the empirical reinforcement of the Information Adoption Model (IAM), the Theory of Planned Behavior (TPB), and the Customer-Based Brand Equity (CBBE) theory. In addition, it suggests an approach to eWOM as an information process in which the characteristics of online information may influence tourists' perceptions and information adoption, subsequently shaping their behavioral responses and accommodation choice intentions.
11. Practical applicability
The research findings provide an empirical basis for developing and adjusting eWOM management strategies to effectively reach Gen Z tourists. Accommodation establishments can prioritize resources toward factors that have significant effects on the formation of Gen Z tourists' intention to choose accommodation establishments.
Furthermore, the findings can support accommodation establishments in improving the quality of content provided on online platforms so that it is more appropriate for their target customers, particularly Gen Z tourists.
At the same time, identify eWOM factors that influence tourists' perceptions and choice intentions provides businesses with a basis for prioritizing resources to improve the quality and authenticity of online information, manage customer reviews and feedback, and strengthen the brand image and brand trust of accommodation establishments.
12. Directions for further research
Future studies may employ a longitudinal research design to examine changes in customers' perceptions and accommodation choice intentions before and after their exposure to eWOM.
13. Publications related to the thesis
Nguyen Thi Quynh Trang, Bui Nhat Quynh, & To Quang Long (2026). The Role of Electronic Word-of-Mouth (eWOM) in Gen Z Tourists' Intention to Choose Accommodation Establishments. Journal of Education and Society, No. 215 (276), July 2026, Issue 2.
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