Factors influencing tourists' intentions to continue using online travel agencies (OTAs) for hotel bookings at 3-5 star hotels in Hue city
Vol. 134 No. 5A (2025), Original Article
Vol. 134 No. 5A (2025)

Factors influencing tourists' intentions to continue using online travel agencies (OTAs) for hotel bookings at 3-5 star hotels in Hue city

Original Article
https://doi.org/10.26459/hueunijed.v134i5A.7652
Published 2025-03-31
Vo Thi Ngan
School of Hospitality and Tourism, Hue University, 22 Lam Hoang St., Hue, Vietnam
Pham Dinh Khang
School of Hospitality and Tourism, Hue University, 22 Lam Hoang St., Hue, Vietnam

Keywords

ý định tiếp tục sử dụng
đại lý du lịch trực tuyến
OTA
khách sạn 3-5 sao
Huế intention to continue using
online travel agencies
OTA
3-5 star hotels
Hue

Abstract

This study aims to identify the factors influencing tourists' intentions to continue using online travel agencies (OTAs) for hotel bookings at 3-5 star hotels in Hue city. Data were collected through a direct survey of 197 domestic tourists who booked their hotel rooms via OTAs. A multiple regression analysis was employed to examine the extent to which different factors affect tourists' intentions to continue using OTA. The results indicate that five main factors: price-promotion-benefits, online reviews, information quality, payment, and ease of use. Among these, the most influential factor is price-promotion-benefits. Based on the findings, several recommendations are proposed to assist OTAs serving 3-5 star hotels in Hue in enhancing their competitiveness and expanding their online business.

https://doi.org/10.26459/hueunijed.v134i5A.7652

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