THE IMPACT OF WEBSITE FEATURES, BRAND IMAGE, AND BRAND AWARENESS FACTORS TOWARDS PURCHASE INTENTION: A CASE STUDY OF ONLINE HOTEL BOOKING IN VIETNAM

Abstract

The purpose of this graduation thesis is to investigate how website features, brand awareness, and brand image affect consumers' intentions to make online hotel reservations. The thesis is titled "The Impact of Website Features, Brand Image, And Brand Awareness Factors Towards Purchase Intention: A Case Study of Online Hotel Booking in Vietnam." Customers in Vietnam made up the survey's respondents. 452 customers' survey responses were collected, and SPSS 20 was used for analysis. The study's conclusions show that hedonic features, brand awareness, and brand image have an impact on customers' purchase intentions, but utilitarian elements have no such effect. The results of the study will be essential in assisting hotel managers in creating focused policies that will raise customer awareness of the brand, improve website quality, and improve brand image, which will eventually result in more reservations. These insights provide management methods to companies and suppliers so they may make the required adjustments and advancements to make meaningful growth in the electronic tourism sector.