Structural Model Results: Survey Data on Hotel Guest Evangelism in Vietnam and Thailand

428 hotel guests in Vietnam and Thailand participated in a two-wave survey investigating brand evangelism. The dataset contains structural model results from PLS-SEM and multi-group analysis, testing digital competence, proactive assistance, and relationship-building as antecedents. The research was authored by Ngo Cao Nghia and last updated in May 2026.

Use Cases

• Analyzing the mediating role of brand image and customer trust based on the described structural model
• Comparing cultural mechanisms of brand evangelism between Vietnam and Thailand based on the multi-group analysis
• Investigating the moderating effects of loyalty program participation and visit frequency on advocacy formation
• Testing dual-process frameworks integrating symbolic and relational mediators in marketing theory

Strengths

• Data is based on a two-wave survey design with 428 participants, providing a foundation for longitudinal analysis
• The model tested multiple antecedents and mediators, suggesting a multi-faceted analytical structure
• Results include cross-national comparisons between Vietnam and Thailand, offering a cultural dimension

Limitations

• The dataset is very small at 9.5 KB, indicating limited scope and likely summary-level results rather than raw survey responses
• Column-level documentation is absent; field semantics must be inferred after download
• Row count is unknown, which may limit suitability assessment

Provenance

Source

Ngo Cao Nghia via figshare

Collection Method

Two-wave survey design with PLS-SEM and multi-group analysis

Freshness

Last updated 2026-05-28 17:28:37; freshness should be verified

Geography

Vietnam and Thailand