Exploring User Experiences with Local Online Travel Agency Platforms: Evidence from Vietnam

This study investigates users’ experiences with Vietnam-based Online Travel Agency (OTA) platforms developed in Vietnam. By employing the netnography approach and utilizing reviews from 428 users across seven local OTAs on the App Store and CH Play, the research findings reveal a relatively balanced distribution between user satisfaction and dissatisfaction. Additionally, through a rigorous thematic analysis of these issues and drawing study’s insights through five key dimensions, including tangibles, reliability, responsiveness, assurance, and empathy based on the SERVQUAL model, the study formulates targeted recommendations and practical implications for digital developers and tourism policymakers, including enhancing system reliability; improving responsiveness and customer support; ensuring data security and user trust; offering more personalized and empathetic services; and refining user interface and visual elements to deliver a holistic and satisfying user experience. The research makes a significant contribution to enriching the literature on consumption behavior in the digital age. Notably, it reveals a part of the broader picture of users’ experiences, focusing on local applications developed in Global South countries.