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How Website Quality Matters When Choosing a Hotel: Leisure and Business Travelers
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| 1.67 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Nowadays, the fact that we can easily move around causes tourism growth. As
technology keeps improving and changing our consuming habits, online shopping and online
booking have become very popular. Whatever influences online purchases is changing, as
consumers become aware of how the information is used. It is essential to understand
consumer preferences better since they frequently change (and the same goes for
technology). Previous studies about hotel website quality need to be updated, so there is an
urge for recent studies.
This study aimed to understand how a hotel website’s quality may affect online
booking intention. It does so by focusing on the two most crucial hotel market segments:
leisure and business travellers. Previous studies concluded that these two groups have
different travelling goals and requirements, consequently influencing their travelling
decisions. The main goal is to find whether the two groups are influenced by the same factors
when looking for a hotel online, which is the most important factor that can impact a
consumer's decision. Considering that studies on the development and effectiveness of
hotel websites are scarce, this study explores and expands on this topic, thus contributing
to future research.
Since the website quality is a combination of usability and functionality, both factors
will be considered in this study. The data collection method was an inquiry to 235 respondents
who have travelled in the last 12 months and booked a hotel through the website. Statistical
analyses were performed using SPSS and AMOS.
We concluded that both groups are affected by different aspects. However, regarding
the hotel quality (usability/functionality), both groups considered that functionality has a
significant impact on the online booking intention. This study aims to help hotel managers
improve their websites and better understand which website quality factors are the most
likely to influence each of these groups in Portugal.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Digital marketing Hotel Website quality Functionality Usability Online booking intention Leisure travellers Business travellers