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Enhancing Brand Image and Brand Trust in the Vietnamese Tourism Industry Via e-Word of Mouth

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The Digitization of Business in China

Part of the book series: Palgrave Macmillan Asian Business Series ((PAMABS))

Abstract

Based on the theories of information adoption and brand enhancement, this chapter explores the key factors impacting the electronic word-of-mouth (e-WoM) adoption and the consequent effects on brand image and trust of e-retailers in the Vietnamese tourism industry. The relationship between such information adoption and the development of the brand will therefore be investigated. Data were collected from 272 tourists from four of the biggest cities in Vietnam: Ho Chi Minh, Nha Trang, Da Nang and Hanoi. Factor analysis and the SEM (structural equation modelling) model were implemented and utilised to assess and analyse the dataset. Ultimately, information relevance, accuracy and source credibility were paramount when discerning the influence of the e-WoM adoption. The influence of brand image in the relationship between e-WoM adoption and brand trust will further be examined.

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Author information

Authors and Affiliations

  1. HCMC Open University, Ho Chi Minh City, Vietnam

    Hoang Thi Phuong Thao

Authors
  1. Hoang Thi Phuong Thao
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Correspondence to Hoang Thi Phuong Thao .

Editor information

Editors and Affiliations

  1. University of Greenwich, London, United Kingdom

    Young-Chan Kim

  2. University of Greenwich, London, United Kingdom

    Pi-Chi Chen

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Thao, H.T.P. (2018). Enhancing Brand Image and Brand Trust in the Vietnamese Tourism Industry Via e-Word of Mouth. In: Kim, YC., Chen, PC. (eds) The Digitization of Business in China. Palgrave Macmillan Asian Business Series. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-79048-0_7

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