Factors affecting the guest loyalty towards 5-star hotels in Ho Chi Minh City
Published: July 29, 2026
Abstract
The COVID-19 pandemic has forced many tourism companies to change their operational practices and reduce the number of staff to overcome an economic crisis. Hotels in Ho Chi Minh City in particular are suffering a shortage of local and foreign guests, and also the impact of COVID-19 pandemic. However, thanks to the control of COVID-19 pandemic around the world, the tourism industry witnessed a steady rebound in 2021. Hotels now also face many challenges from new projects. Hence, the hotel managers have to adopt appropriate solutions to improve the service quality and increase the guest’s loyalty. By reviewing previous studies and theories related to the acceptance model, this study proposes a research model of factors affecting the guest loyalty towards 5-star hotels in Ho Chi Minh City. This research model consists of variables of perceived value, service quality, social responsibility, brand image, satisfaction, commitment and loyalty.
Keywords
service qualitycorporate social responsibilitysatisfactioncommitmentloyalty5-star hotelHo Chi Minh City
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