Abstract
The study aims to find out the factors that motivate Gen Z travelers to book hotel rooms online by using a structured questionnaire through 392 responses collected from Gen Z travelers in Hanoi city with descriptive statistical methods, reliability testing, exploratory factor analysis, correlation analysis and linear regression. The results show that the 6 factors, in a decreasing order, influencing online hotel booking intention are Personal preferences; Awareness of usefulness; Online assessment; Awareness of technology risks; Pricing and Promotions; Online information and images. The research results are an important basis to propose some important management implications in developing a strategy for the development of online reservations of hotel rooms
Keywords: Intention to book hotel rooms online, Gen Z travelers, Hanoi city.
JEL Classification: L81, L83.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
