Investigating the factors affecting online hotel reservations: An analysis of Vietnamese adolescents

A study on the importance of returning hotel reservations plays a significant role for both hotels and researchers in the hospitality industry, especially in the context of the strong development of technology and the increasing popularity of online hotel bookings. In Vietnam, the younger generation has a diverse and high-frequency travel behavior. Therefore, this study aims to identify factors that influence the intention of young people to return and make hotel bookings. The study used 558 respondents under the age of 35. The PLS-SEM analysis technique was applied in this study using Smart-PLS software. The results of the analysis indicate that social influence, perceived value, habit, website trust, and perceived ease of use all have a positive impact on the intention to reserve hotels online. Based on these research findings, the authors also suggest some policy implications to improve the attraction of young customers to return and make hotel bookings.