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How Website Quality Matters When Choosing a Hotel: Leisure and Business Travelers

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Resumo: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.
Autores principais:Santos, Mafalda Silva
Assunto:Digital marketing Hotel Website quality Functionality Usability Online booking intention Leisure travellers Business travellers
Ano:2021
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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