Hotel Guest Survey Data on Brand Evangelism in Vietnam and Thailand

Ngo Cao Nghia's dataset contains survey responses from 428 hotel guests in Vietnam and Thailand, collected via a two-wave survey design. The data was last updated on 2026-05-28 and is shared under a CC-BY-4.0 license. It supports research on how frontline employee attributes influence customer brand advocacy.

Use Cases

• Modeling the dual mediation pathways of brand image and customer trust based on survey constructs.
• Conducting multi-group analysis to compare cultural mechanisms between Vietnam and Thailand.
• Investigating the moderating effects of loyalty program participation and visit frequency on brand evangelism.
• Testing structural equation models with antecedents like digital competence and proactive assistance.

Strengths

• Includes 428 survey responses from a two-wave design, which may reduce common method bias.
• Data covers two distinct cultural contexts, Vietnam and Thailand, enabling cross-national comparison.
• The model tested multiple constructs, including digital competence, proactive assistance, and relationship-building.

Limitations

• Row count is unknown, which may limit suitability assessment.
• Column-level documentation is absent; field semantics must be inferred after download.
• The dataset is small at 13.5 KB, indicating limited scope.

Provenance

Source

Ngo Cao Nghia via figshare

Collection Method

Two-wave survey design implemented with hotel guests.

Freshness

Last updated 2026-05-28 17:28:35; freshness should be verified.

Geography

Vietnam and Thailand