Este artículo explora estrategias discursivas mediante las cuales los hoteles pueden mejorar el contenido de sus propias webs utilizando las críticas en línea, con objeto de tener en cuenta las ...preferencias del cliente. A partir de un corpus de géneros digitales del turismo (Suau-Jiménez, 2012, 2016), se ha aplicado una metodología doble, consistente en una aproximación netnográfica (Kozinet, 2010; Mkono, 2011, 2012), junto con un marco de análisis de discurso interpersonal (Hyland, 2008). Concretamente, se han analizado diacrónicamente cuatro webs hoteleras, junto con 200 reseñas negativas correspondientes, alojadas en TripAdvisor, para así identificar temas comunes tratados en ambos géneros. Se han extraído marcadores de actitud como centro de las críticas, así como realzadores en las webs hoteleras, que describen los mismos temas que las reseñas. Los resultados sugieren que los ajustes realizados en las webs hoteleras pueden introducir mejoras siguiendo determinadas estrategias de marketing y tratando de reflejar los temas criticados. Ello apunta a que los hoteles pueden ajustar la descripción de los servicios hoteleros en sus webs basándose en las críticas, al mismo tiempo que gestionan indirectamente la insatisfacción del cliente de un modo positivo y eficaz
Este trabajo sugiere la necesaria traducción de calidad o traducción "pragmática" de páginas web de hotel (Durán Muñoz, 2011), según el principio de localización (Pym, 2004; Dunne, 2006) y según el ...discurso interpersonal, siguiendo la clasificación de Hyland y Tse (2004), con objeto de preservar la persuasión del lector/cliente. Para ello se ha analizado un subcorpus de páginas web de hotel que ofrecen traducción (COMETVAL, Corpus Multilingüe en Turismo, Universitat de Valencia), traducidas de inglés a español, de hoteles de EEUU y Reino Unido, teniendo en cuenta el patrón interpersonal del español en géneros turísticos (Mapelli, 2008; Suau-Jiménez, 2012a, 2012b). El estudio se contrasta con un análisis discursivo similar de fichas de hotel en español, extraídas de los portales Booking y TripAdvisor. Los resultados sugieren que una traducción de calidad de sitios web de hotel no solo debe incluir las funciones retóricas pertinentes sino también el discurso interpersonal. De no ser así, la persuasión y la implicación del lector/cliente puedan resultar dañadas, como ocurre en las fichas de los mencionados buscadores analizados, pudiendo quedar reducida la especificidad del hotel al tiempo que no se satisfacen las crecientes expectativas de implicación de los viajeros en este género digital. Las implicaciones para la industria turística apuntan hacia la necesidad de mayor inversión en diseño y traducciones de calidad de las webs como refuerzo de la promoción hotelera. Asimismo, este estudio abre nuevas vías de investigación en la traducción de otros géneros de promoción. Palabras clave: webs de hotel; discurso interpersonal; traducción de calidad; persuasión; localización. This research points towards the need of a quality or "pragmatic" translation of hotel websites (Durán Muñoz, 2011), following the principle of localization (Pym, 2004; Dunne, 2006) and taking into account the interpersonal (interactional) discourse classification by Hyland and Tse (2004), in order to preserve the reader's/ customer's persuasion. A sub-corpus of translated US and UK hotel websites from English into Spanish, obtained from COMETVAL (Corpus Multilingüe en Turismo, Universitat de Valencia), has been analyzed following the Spanish interpersonal pattern for tourism genres (Mapelli, 2008; Suau-Jiménez, 2012a, 2012b). This study has been contrasted with a similar discursive analysis of hotel records in Spanish extracted from the Booking and TripAdvisor portals. Results suggest that a quality translation should not only include the necessary rhetorical functions but also the interpersonal discourse. Otherwise, persuasion and reader's/customer's engagement can be damaged, as happens with hotel records in the two analyzed portals. Also, the hotel's specificity can be reduced as well as travellers' increasing demand for engagement in hotel websites. Implications for the tourism industry suggest that hotels should increase investments in the design and quality translation of their websites in order to reinforce hotels' promotion. Besides, this study opens up a new research perspective related to the translation of promotion websites. Keywords: hotel website; interpersonal discourse; persuasion; quality translation; localization. *
5-Star Hotel Website Quality Criteria Analysis Maryto, Friesca; Handayani, Putu Wuri; Pinem, Ave Adriana ...
2018 Third International Conference on Informatics and Computing (ICIC),
2018-Oct.
Conference Proceeding
This research is conducted to identify the dimensions and criteria needed in the implementation of 5-star hotels website based on website quality aspect. This study uses a quantitative approach, by ...distributing questionnaires to respondents who have booked 5-star hotels through the hotel website. The number of respondents obtained in this study is 152 respondents and data processing are done by Entropy method. This study shown six criterias as a determinant of the quality of 5-star hotel website namely contact availability, complete features, uses a registered hotel logo, display map information, provides complete and detailed information regarding the conference room banquet hall and ensures reservation information undertaken by customers is not known to unauthorized parties.
The world of tourism has evolved in recent times because of the impact of the Internet. The tourism enterprises have expanded their commercial point of view and have found a faster way in reaching ...clients through increased tourism advertising on the Web. Along with this increase in advertising are the opportunities to study the lexicon of tourism. In this article, we will study the Spanish of Argentina focusing on the lexical aspect.
El mundo del turismo ha evolucionado en los últimos tiempos de una manera notable gracias al auge de internet. Asimismo, con esta nueva herramienta, este sector ha ampliado su campo de visión comercial y, por lo tanto, ha encontrado una vía más rápida y eficaz para llegar al público.
El ámbito de investigación lingüística que se dedica al turismo no ha tardado en hacerse eco de esta nueva situación y, de esta manera, ha empezado a contemplar en su campo de estudio la variante que supone internet en el turismo. Uno de los motivos de este interés es el aumento terminológico que se ha detectado en el ámbito turístico mediante esta vía. Este incremento se debe a la aparición masiva de anuncios turísticos por la facilidad y rapidez que supone, por parte de las empresas y demás entidades, situarlos en la web.
En este artículo, estudiaremos en concreto el español turístico de Argentina, centrándonos en el aspecto léxico. Tomaremos especial atención en aquel léxico que es propio del habla argentina, para observar así sus características y peculiaridades. Para llevar a cabo el estudio de estos parámetros léxicos utilizaremos el filtro de los diccionarios académico, tanto de los españoles como de los argentinos.
Previous studies on hotel website performance have relied on frequency counting, content analysis or user behavioral approaches. These studies cannot accurately calculate hotel website performance in ...terms of user assessments of dimension/ attribute weighting and performance ratings. The aim of this research is to develop a scientific model that integrates a set of website evaluation dimensions for evaluating websites performance. Unlike previous studies, this research proposes a novel framework for evaluating website performance by using Fuzzy Analytic Hierarchy Process (Fuzzy AHP). Since human judgments are often uncertain and vague, using fuzzy set theory instead of exact numbers could integrate a decision maker's uncertainty. This proposed method could rectify this limitation and provide a more accurate overall evaluation result.
Use of Internet is getting popular to hotel industry to promoting marketing activities.
Hotel operations adopt electronic distribution channels to facilitate the operations by rendering conveniences ...to customers and suppliers. Literature review on the distribution channels showed the value of using traditional and electronic channels (Middleton & Clarke, 2001). O'Conner and Frew (2004) argued that the selection of appropriate distribution channels may differ according to the goals of organizations. The size of hotels may determine many characteristics of the hotel operations. Thus, the hotel size may be a criterion to make a difference in the selection of relevant distribution channels of certain types of operations in the hotel industry. While previous research confirmed the importance of using electronic distribution channels, little research has examined the selection of distribution channels by the size of hotel operations. This study proposes an investigation of electronic distribution channels of hotel operations according to size. Specifically, this study holds two research objectives: 1) to identify the basic characteristics and the underlying dimensions that portray e-Commerce systems for hotels, and 2) to compare the key dimensions of e-commerce systems and related informational activities with respect to hotel sizes.
The necessity for this consideration arises from the significance of adopting e-commerce systems for S&M hotels which may not coincide with same imperatives for large hotels. In-depth interviews of managers collect data from 16 hotels chosen for the study. The participating hotels are seven large hotels (super deluxe and deluxe), and nine S&M hotels (1
st
, 2
nd
, and 3
rd
rated tourist). The study has value for the hotel industry by positing implications for the influence of e-commerce on hotel management.
This study offers major findings: First, e-commerce has expanded throughout the hotel industry regardless of hotel size or management style. Large hotels tend to institute more e-commerce than smaller hotels, through both B-to-B and B-to-C channels. The findings also support previous research that e-procurement is an important element of e-business operational excellence for large firms (Barua et al., 2001). In particular, reinforcing e-commence is important for F&B procurement, which helps hotel management by offering cost reductions, since F&B divisions allocate higher variable costs than rooms divisions. In addition, large hotels, primarily chain-affiliated, accrue other benefits from effective customer management connected to the CRM of the central corporation, and cost reductions as a whole. Second, althoug S&M hotels also need to promote both B-to-B and B-to-C systems, they are able to adopt B-to-C easily due to limited resources. One suggestion is that S&M hotels place emphasis on enforcing B-to-B systems through e-Market places or in cooperation with large hotels, rather than developing unique systems, considering resources and management styles.
While large hotels tend to facilitate more e-commerce than smaller hotels, this study's results indicate that the expansion of e-commerce continues in the hotel industry regardless of the hotel's size or management style. From a marketing perspective, the findings of the study benefit hotel industry managers' decision-making processes with regard to investments in e-commerce and selection of effective e-commerce systems for specific hotel systems.
The far-reaching ability of the Internet makes it a powerful marketing tool for hotels that are interested in attracting customers from around the world. As China poises to gain more market share in ...the global tourism market, the effective use of website as a marketing tool to attract and retain customers can affect the competitiveness within the Chinese hotel industry. This study provides an overview of the content and transaction capabilities offered by a sample of major Chinese hotels' websites from Mainland China. The results indicate that most of the five-stars hotels in China do have a bi-lingual website with English and Chinese being the predominant languages used. While basic information about the hotel and the facilities are provided on a typical Chinese hotel website, most of the hotel websites do not have other value-added links such as travel partners, local attractions or other sites that will provide travelers with a one-stop travel-related shopping site. The results also show that while there are a high percentage of Chinese hotels offering bi-lingual or multi-lingual information on the websites, the majority of on-line reservation systems are only available in English. This lack of consistency between the front-end of the website and the back-end (transaction processing) can hinder the effectiveness of a hotel's website from generating revenue from non-English speaking customers.
Family-run businesses are key players in the hotel industry and provide accommodations in many tourism regions such as the Austrian Alps. To date, research has failed to see the family firm status as ...a source of competitive advantage for the hospitality industry, despite often being used in practice to attract customers. Through the theoretical lens of signaling theory, this study therefore conducted experiments using fictitious hotel websites with participants from a German online panel (Austria’s largest incoming market) to investigate the effectiveness of family firm brand signals. The results confirm positive effects of communicating the family firm image on consumer response such as word-of-mouth, willingness to pay a price premium, and booking intention. We highlight that this effect is explained by perceived hospitableness. As such, we demonstrate that hotels can capitalize on their unique status by communicating their family firm image.
•Family firm branding is an important strategy of firm communication.•The concept of perceived hospitableness is key for hotel communication.•This study investigates the communication of the family-run hotel status.•Results show the relevance of a communicated family firm status and hospitableness.•Family-run hotels can capitalize on their status by positive consumer response.
•The greater the number of pictures, the greater the enjoyment of the website.•More textual information causes stress.•Enjoyment stimulated behavioral intentions.•Visual processors’ enjoyment ...significantly increases with the number of pictures.
Reviewing multiple hotel websites reveals no consistency in the amount of information they provide. This study investigates the effects of the number of website photographs and length of photograph descriptions on hotel customers’ emotions (enjoyment and stress) and behavioral intentions, as well as the moderating effects of visual and textual information processing styles. Analyzing the responses of 572 persons, using structured equation modeling, the number of pictures increases enjoyment, especially with short descriptions, and long textual information causes stress. Enjoyment significantly increases booking intentions, but stress has no significant influence. Visual processors’ enjoyment significantly increases with the number of pictures, while their stress increases with lengthy descriptions. The findings offer important theoretical and practical implications by highlighting the influence of website photos, their descriptions, and information processing styles on hotel customers’ emotions and behaviors. Hotel practitioners should consider the study findings to better design their websites to improve booking intentions.
This research analyzes the effects of advance booking and channel type on hotel rates. While this relationship has been addressed in the literature, most studies take a partial approach by focusing ...only on one distribution channel or one destination. This study fills this gap by analyzing the price dynamics for four channels and multiple destinations. The data set consists of 39,363 bookings for 1085 hotels over 27 consecutive months. We used two-stage least squares to solve potential endogeneity issues, and the results proved that distribution channel, hotel type and hotel size have an influence on the effect of advance booking on hotel rates. Critical managerial implications are discussed.
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•Ninety days in advance, OTAs undercut any other channel's price.•Thirty days out, the rates offered by hotel websites, OTAs and GDSs are aligned.•Hotel websites had their lowest price level on the arrival day.•Hotel size appears to have an influence on the general effects of advance booking and channel type.
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