The thesis examines how electronic word-of-mouth (e-WOM) influences Vietnamese consumers’ decisions to book green hotels. Drawing on the Stimulus–Organism–Response (SOR) framework, supported by the Elaboration Likelihood Model (ELM), Signaling Theory, and Attribution Theory, the study investigates the mediating roles of brand trust and brand image. A quantitative retrospective cross-sectional design was employed, using survey data from 214 Vietnamese consumers who had booked certified green hotels, analyzed through CB-SEM with SPSS and AMOS. The findings indicate that e-WOM significantly affects booking decisions both directly and indirectly, with brand trust serving as a stronger mediator than brand image, offering valuable implications for sustainable hospitality marketing and policymaking in Vietnam.

Ngôn ngữ:	eng
Tác giả:	Do Viet Phuong Linh
Người đóng góp:	GVHD: Ha Thanh Cong#GVHD: Nguyen Thi Hong Van
Thông tin nhan đề:	Investigating the Impact of Electronic Word-of-Mouth on Vietnamese Customers’ Green Hotels Booking Decisions: The Mediating Role of Brand Trust and Brand Image
Nhà xuất bản:	Đại học Công nghiệp Hà Nội
Loại hình:	Luận văn Thạc sĩ / Bộ sưu tập: Du lịch
Mô tả vật lý:	125p.
Năm xuất bản:	2026