Growing competitiveness in the marketplace pushes hoteliers to fully take advantage of their websites as a marketing tool. This study proposed that a trusting relationship with customers could be ...developed by investing in hotel website development. A research model that incorporates hotel website quality, eTrust, and online booking intentions was put forward. The software AMOS 20.0 was adopted to analyze the proposed inter-variable relationships. Statistical results demonstrated that hotel website quality is a strong predictor of eTrust which then also mediates the relationship between website quality and consumers’ online booking intentions. Implications were offered for practitioners based on the results.
Website evaluation has gained considerable attention from academic researchers since the emergence of hotel websites in the late 1990 s. Previous studies have developed and adopted various ...methodologies and approaches for website evaluation. However, studies tracking changes in hotel website evaluation along with their rapid development have been scant. This study traces the chronological changes in website evaluation models and provides future research directions. The main findings indicate that information quality has been the main focus although different terms or expressions have been used to represent the concept. In addition, many diverse website evaluation models have been advocated in the past decade. Findings of this study can provide practical implications for hotel managers to ensure online hotel information quality and achieve high-level information communication.
This article focuses on the role played by the images that hotels use on their websites. Under this approach, this study analyses the main image used in a hotel website, considered an area of ...outstanding interest, which can help to improve the first impression when arriving at the website and, with it, increase the number of bookings. The absence of studies on this matter aroused the interest in it.
The proposed experiment allows to check how these images influence the pattern or metrics of visual attention of users as well as their cognitive processing. The eye tracking technology was chosen with the intention of knowing several aspects of this fixation behaviour according to: the position of the image on the website, whether or not it belongs to the Millennial generation and the type of navigation it performs (exploratory vs. goal oriented), in addition to proposing some interaction effects between these classification variables studied.
The results achieved revealed that an image in the upper area of a website is more effective, but there are some differences in the visual attention among groups of participants. This attention to it will depend, in part, on the type of task to be carried out within the website and the user age. Specifically, goal-oriented users showed a lower recurrent interest in the main image. The fixation was shorter in the group belonging to the Millennial generation, who do not need, given their greater experience in the web, a longer time to process the cognitive load of the image. Although the hypotheses proposed on the basis of the literature are not entirely satisfactory, the present study allows laying the foundations for more complex future works.
•The paper focus on the main image used in the hotel homepage.•Eye tracking technology was chosen to analysis fixation behaviour.•The higher position of the main image is more effective.•The goal-oriented users showed a lower recurrent interest in the main image.•The fixation was shorter in the Millennial generation.
This study investigates the effect of hotel website quality, social presence, affective commitment, and e-trust on travelers' online hotel booking intentions. Smart-PLS software was applied to test ...the hypotheses. The results of this study explain how hotel website quality, social presence, affective commitment, and e-trust have a significant relationship with online hotel booking intentions. This study identifies how hotel website quality is a critical driver in developing affective commitment, e-trust, and online hotel booking intentions. Travelers who enjoy the social experience with the hotel website platform are more motivated to book a room at that hotel. This study confirms the vital role of social presence in enhancing e-trust and online hotel booking intentions and provides evidence of the importance of the holistic model in understanding travelers' decision-making processes, especially when booking a hotel room.
PurposeCustomers' focus increasingly turns to the green practices of firms. Organizations need to rethink their strategies and position themselves concerning their environmental responsibility. The ...idea behind this study is to observe the influence of hotel website quality and hotel environmental management initiative (HEMI) on green customer loyalty in the Pakistan hotel industry with the mediating role of green trust (GT) and green satisfaction (GS).Design/methodology/approachThe study is quantitative, and partial least squares structural equation modelling followed to test the proposed hypotheses. A total of 542 questionnaires were used for analysis through SPSS 25.0 and SmartPLS 3.2.9.FindingsThe findings confirm the proposed positive influence of hotel website quality and HEMI on green customer loyalty. Moreover, GT and GS significantly mediate the relationship, further enhancing the relevance of green practices for hotels.Practical implicationsHotel management can get maximum customer loyalty to concentrate on hotel website quality, HEMI, GT and GS.Originality/valueThis study aims to develop a research model to incorporate hotel website quality, HEMI, GT, GS and green customer loyalty by using signalling theory and natural resource-based view theory that prior studies ignored.
Purpose
The purpose of this study is to investigate the associations among hotel website quality, telepresence, websites’ utilitarian and hedonic performance and customers’ behavioral intentions.
...Design/methodology/approach
An online survey was used to collect the data from 683 respondents. Data was analyzed by using the two-stage modeling technique through Partial Least Squares-Structural Equation Modeling (PLS-SEM).
Findings
Findings indicate a significantly positive impact of hotel website quality on telepresence, utilitarian and hedonic performance. In addition, telepresence has a significantly positive impact on utilitarian and hedonic performance. Finally, telepresence, utilitarian and hedonic performance have a significantly positive impact on customers’ behavioral intentions.
Research limitations/implications
Based on the findings of this study, theoretical and practical implications for hospitality and tourism researchers are provided.
Originality/value
This study is one of the very few studies integrating hotel website quality scale to examine the hotel website features that influence telepresence and perceived utilitarian and hedonic performance leading to positive behavioral intentions.
酒店网站的质量、性能、网真技术和顾客行为意图的实证研究
目的
本文旨在探究酒店网站的质量、网真技术、实用属性和享乐属性与客户行为意图之间的关系。
研究方法
本研究对在线调查收集的683名受访者数据, 采用基于偏最小二乘的结构方程模型（PLS-SEM）分析了理论框架并检验了假设.
调查结果
调查结果表明酒店网站质量对网真技术、实用属性和享乐属性具有积极显著的影响。此外, 网真技术对实用属性和享乐属性也有积极显著的影响。最后, 网真技术、实用属性和享乐属性对客户的行为意图也会产生积极显著的影响。
研究的局限性/意义
本文的调查结果对酒店旅游业学术研究提供理论和实践意义。
独创性/价值
本文是现阶段极少数结合酒店网站质量等级来探究酒店网站性能的研究之一。这些酒店网站性能影响网真技术以及客户感知的实用属性和享乐属性, 从而影响客户的行为意图。
关键字
酒店网站质量、网真技术、实用属性和享乐属性、酒店
Calidad, Rendimiento, Telepresencia E Intenciones De Comportamiento Del Sitio Web Del Hotel
Propósito
El objetivo de este estudio es examinar las relaciones entre la calidad de los sitios web de los hoteles, la telepresencia, el rendimento hedónico en utilitario de los sitios web y las intenciones de comportamiento de los clientes.
Diseño/método/enfoque
Se utilizó una encuesta en línea para recopilar los datos de 683 encuestados. Se adoptó el modelo de ecuaciones estructurales basadas en mínimos cuadrados parciales (PLS-SEM) para analizar el marco teórico y probar las hipótesis.
Hallazgos
Los resultados indican un impacto significativamente positivo de la calidad del sitio web del hotel sobre la telepresencia, del rendimento hedónico en utilitario. Además, la telepresencia tiene un impacto significativamente positivo en el rendimento hedónico en utilitario. Por último, la telepresencia, el rendimiento hedónico en utilitário tienen un impacto significativamente positivo en las intenciones de comportamiento de los clientes.
Limitaciones/implicaciones de la investigación
Basándose en los resultados de este estudio, se presentan las implicaciones teóricas y prácticas para los investigadores de la hotelería y el turismo.
Originalidad/valor
Este estudio es uno de los pocos que integran la escala de calidad del sitio web del hotel para examinar las características que influyen en la telepresencia y el rendimento hedónico y utilitario percibido, lo que conduce a intenciones de comportamiento positivas.
Palabras clave
Calidad del sitio web del hotel, Telepresencia, Características utilitarias e idónias, Hoteles
Purpose
This study aims to examine the relationships between hotel website quality, perceived flow, customer satisfaction and purchase intentions. Furthermore, this study also examines if perceived ...flow mediates the relationships between hotel website quality, customer satisfaction and purchase intentions.
Design/methodology/approach
The stimulus-organism-response framework is used as the theoretical framework for this study. A total of 441 valid online questionnaires were collected to empirically test the measurement and structural model using partial least square path modeling approach. The study sample includes hotel guests who booked their hotels via online travel agencies and/or hotel websites.
Findings
The findings confirm that hotel website quality influences customers’ perceived flow, which in turn, influences their satisfaction and purchase intention. Moreover, perceived flow also mediates the relationships between hotel website quality, customer satisfaction and purchase intentions.
Originality/value
Hotel website quality, perceived flow, customer satisfaction and purchase intentions altogether are not well understood in current literature despite the important implication for managers, academicians and consumers alike. This study contributes to the field of e-commerce marketing, retailing and e-tourism research.
It has become necessary for hoteliers to take advantage of the huge opportunities generated by Internet technology by establishing their own websites for online promotions and purchases. Still, ...hospitality researchers have rarely investigated the underlying reasons why travellers reserve rooms through a hotel website. In this research, 638 completed questionnaires were collected and data were analysed by means of a principal component factor analysis. Three dimensions of motivation were derived, namely: information quality, sensitivity content, and time. This study is both strategically and practically important to hoteliers. As hotel websites will become a major tool for making reservations, the results of this study can help hotel practitioners focus on what makes a successful hotel website. This study will also help them make more accurate pricing decisions, thereby achieving better revenue management.
PurposeThe meddling of foreign players into the Indian hotel industry has triggered fervent competitiveness, and therefore, consumers' attitude, intention and behavior have been the epicenter of all ...activities. This study endeavors to explicate enablers of online hotel booking intention (OHBI) in the Indian hospitality industry.Design/methodology/approachThe study examined OHBI of 560 travelers during the first wave of COVID-19 pandemic in India using structural equation modeling and an extended technology acceptance model. Direct and indirect associations were explored using mediation and moderation.FindingsThe results manifest that hotel website credibility, perceived website interactivity and perceived ease of use (PEU) aggrandize perceived usefulness (PU), which, in turn, considerably magnifies travelers' OHBI. PEU and PU partially mediate the relationship in the model. Into the bargain, service affordability reinforces the relationship, while perceived pandemic risk enfeebles the relationship between PU and OHBI.Research limitations/implicationsThe study unfurls pressing determinants of PEU, PU and OHBI that may facilitate hoteliers to lure travelers and enhance profitability.Originality/valueThere is a paucity of literature on “hotel website credibility” and “perceived pandemic risk” in the hospitality industry. Hence, the study enriches literature by assimilating underlying constructs through an epigrammatic conceptual model. The study is distinctive because it unearths the possibilities of mediation and moderation amongst the aforementioned constructs and posits the calamitous effects of the COVID-19 pandemic on the tourism and hospitality sector.
This study examines how perceived hotel website attributes influence consumers' booking intentions. From a dynamic view, this study integrates privacy, security and consumers' perceived protection ...against online purchasing risks into the empirical model obtained from existing literature. Moreover, consumers' Internet experiences, as a dynamic learning process, are considered a moderator in the relationship between website quality and booking intentions. Empirical results support the expected hypotheses concerning the effects of website dimensions on booking intentions wherein website usability and booking intentions are the strongest. Moreover, the power law of practice exists as daily and yearly Internet experience can moderate such causal relationship. Implications for hoteliers and future researchers are also presented at the end of this article.
