| dc.description.abstract | The term "online travel agent" or "OTA”, refers to a travel company that sells
hotel rooms online through a website. It provides visitors with the necessary details to
reserve a room at a hotel, for example bed or breakfast. The hotel's inclusion on OTAs will
assist to improve the unit's brand recognition and win over more customers. Additionally,
the hotel will lower its marketing expenses thanks to the assistance of OTAs. Using the
frameworks of argument quality, source trustworthiness, source attractiveness, source
perception, and source interaction, this study sought to examine the factor affect OTAs'
brand equity as well as customer loyalty and satisfaction are impacted by OTAs' brand
equity. Finally, the thesis will conclude with empirical finding.
This study used an online questionnaire with 310 respondents in Ho Chi Minh
City, Vietnam, who are mostly between the ages of 18 and 35 and have experience using
internet websites. SPSS and AMOS will be used to analyze the data and produce accurate
findings. | en_US |
