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Title: | The Influence of Google Score Ratings and Reviews on Vietnamese Consumers’ Online Hotel Booking Decision: A Case Study of Five-star Hotels in Vietnam |
Authors: | Hau Le |
Keywords: | Google Reviews Google Score Ratings Vietnamese Consumers Five–star Hotel Purchasing Decision |
Issue Date: | 2021 |
Publisher: | Bangkok University |
Abstract: | This study investigated whether Google score ratings and Google reviews on
four hotel characteristics -- Facilities, Location, Staff, and Service -- influenced
Vietnamese consumers’ online booking decision for the 5–star hotels in Vietnam.
Samples were recruited from Vietnamese consumers in the Northern, Central, and
Southern regions who booked the 5–star hotel online after reading Google score
ratings and reviews. Online survey was conducted with 300 participants using the
self-administered questionnaire. Multiple Regression Analysis was conducted to
determine the impact of Google score ratings and reviews on Vietnamese consumers'
hotel booking decisions. The analysis results revealed that both Google score ratings
and reviews on four hotel characteristics significantly influenced Vietnamese
consumers’ online booking decision. Interestingly, Google reviews on hotel services
had the highest impact, followed by reviews on location. staff, and facilities. |
Description: | Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2019 |
Advisor(s): | Ratanasuda Punnahitanond |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/4697 |
Appears in Collections: | Independent Studies - Master
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