Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 29, Issue 4, Pages 369-384Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2012.674879
Keywords
Website evaluation; eMICA; hotel website; correspondent analysis
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Websites are important platforms for hotel Internet marketing. Website content can directly influence customer preferences and decisions. This study proposes a comprehensive model, which is more objective and valid than others, to evaluate 158 hotel websites in Taiwan and China according to three dimensions: feature breadth, stage of website development, and feature enrichment. The samples came from four different types of hotels: Taiwanese international tourist hotels, Taiwanese ordinary tourist hotels, Chinese five-star hotels, and Chinese four-star hotels. We find that these four types of hotels emphasize features on their websites differently and that the degree of website robustness ranks as follows: Taiwanese international tourist hotels, Taiwanese ordinary tourist hotels, Chinese five-star hotels, and Chinese four-star hotels. Managerial implications and suggestions are also proposed.
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