Hospitality Brand Evangelism Survey Data from Vietnam and Thailand

A two-wave survey dataset of 428 hotel guests in Vietnam and Thailand investigates how frontline employee attributes foster customer brand evangelism. The data was collected by Ngo Cao Nghia and last updated on figshare in May 2026. It likely contains variables for digital competence, proactive assistance, relationship-building, brand image, customer trust, loyalty program participation, and visit frequency.

Use Cases

• Testing dual mediation models based on symbolic brand image and relational trust as described in the study
• Conducting multi-group analysis based on cultural context (Vietnam vs. Thailand) mentioned in the description
• Examining moderation effects based on loyalty program participation and visit frequency variables
• Replicating the cross-national framework for advocacy formation in relationship marketing

Strengths

• Includes 428 survey responses from two distinct cultural contexts (Vietnam and Thailand)
• Employs a two-wave survey design, which can help mitigate common method bias
• The dataset is openly licensed under CC-BY-4.0, allowing for reuse and redistribution

Limitations

• Column-level documentation is absent; field semantics must be inferred after download
• Row count is unknown, which may limit suitability assessment
• The dataset is very small at 5.5 KB, indicating a limited scope

Provenance

Source

Ngo Cao Nghia via figshare

Collection Method

Two-wave survey design with hotel guests

Freshness

Last updated 2026-05-28 17:28:36; freshness should be verified

Geography

Vietnam and Thailand