The impact of hotel responses on online travel agencies on tourists' trust: a study in Hue City

Abstract

This study evaluates how various factors in hotel responses on online travel agencies (OTAs) affect tourist trust in hotels in Hue City. Data were collected through a face-to-face survey of 280 tourists (50% international and 50% domestic) who had previously used OTAs. The dataset was analyzed by SPSS 22.0 software, employing Cronbach’s Alpha reliability test, exploratory factor analysis (EFA), multiple regression analysis, independent sample T-Test, and one-way ANOVA. The findings indicate that five core factors in hotel responses positively impact tourists' trust. In descending order of influence, these factors include timeliness (Beta = 0.312), effectiveness (Beta = 0.278), acknowledgement and apology (Beta = 0.245), empathy (Beta = 0.178), and personalization (Beta = 0.164). Additionally, there is a statistically significant difference in the level of trust between international and domestic tourists. Based on these findings, the study proposes managerial implications to help hotels optimize their online reputation management strategies, enhance competitiveness, and strengthen customer trust.