Impacts of A Hotel Website Quality on Customers’ Satisfactions, Attitudes and Revisit Intentions

전수현 한국관광연구학회 2015 관광연구저널 Vol.29 No.4

The purposes of the study were to identify constructs of website quality and to examine which constructs of the perceived website quality were significant predictors of overall satisfaction with the hotel website, attitude toward the hotel website, intention to revisit the hotel website, overall satisfaction with the hotel, attitude toward the hotel, and intention to revisit the hotel. Our study finding supports prior research that website quality is multi-dimensional. Ease of use and information/content, visual appeal, responsiveness, and security/privacy of perceived website quality were found to be significant predictors of the overall satisfaction with the website, attitude toward the website and intention to revisit the website. Out of four factors, ease of use and information/content was the strongest predictor. A significant distinction of this study from prior research was that data were collected with those who actually stayed at a hotel after visiting the hotel’s website. Visual appeal was found to be the significant predictor of customer satisfaction with the hotel, attitude toward the hotel, and intention to revisit the hotel. It is assumed that customers’ satisfaction, attitude toward the hotel and revisit intention are influenced mainly by the customers’ onsite experiences of the hotel, instead of the experiences with the hotel website at the pre-trip stage. However, memories related to the visual appeal of the hotel website still influence customers’ perceptions about the hotel and judgments while staying at the hotel. Theoretical and managerial implications and study limitations were discussed based on the study findings.

Impacts of A Hotel Website Quality on Customers` Satisfactions, Attitudes and Revisit Intentions

Soo Hyun Jun 한국관광연구학회 2015 관광연구저널 Vol.29 No.4

The purposes of the study were to identify constructs of website quality and to examine which constructs of the perceived website quality were significant predictors of overall satisfaction with the hotel website, attitude toward the hotel website, intention to revisit the hotel website, overall satisfaction with the hotel, attitude toward the hotel, and intention to revisit the hotel. Our study finding supports prior research that website quality is multi dimensional. Ease of use and information/content, visual appeal, responsiveness, and security/privacy of perceived website quality were found to be significant predictors of the overall satisfaction with the website, attitude toward the website and intention to revisit the website. Out of four factors, ease of use and information/content was the strongest predictor. A significant distinction of this study from prior research was that data were collected with those who actually stayed at a hotel after visiting the hotel’s website. Visual appeal was found to be the significant predictor of customer satisfaction with the hotel, attitude toward the hotel, and intention to revisit the hotel. It is assumed that customers’ satisfaction, attitude toward the hotel and revisit intention are influenced mainly by the customers’ onsite experiences of the hotel, instead of the experiences with the hotel website at the pre-trip stage. However, memories related to the visual appeal of the hotel website still influence customers’ perceptions about the hotel and judgments while staying at the hotel. Theoretical and managerial implications and study limitations were discussed based on the study findings.

부티크 호텔 웹사이트의 전략적 경험 모듈 분석 - 국내외 비교 연구를 중심으로 -

김지인 ( Ji-in Kim ),박혜신 ( Hye-shin Park ) 한국디자인트렌드학회 2021 한국디자인포럼 Vol.26 No.4

연구배경 호텔 웹사이트 인트로 화면은 호텔의 첫인상을 전달하며, 온라인을 통해 서비스 환경을 제공함으로써 구매 결정에 기여하는 특성을 가진다. 따라서 본 연구에서는 국내외 부티크 호텔 웹사이트 인트로 화면 경험 구조를 비교 분석하여 특성을 도출하고 전략적 방향성을 제안하고자 하는데 목적이 있다. 연구방법 미국 대도시와 한국 서울에 위치한 호텔을 대상으로 3단계의 스크리닝 과정을 거쳐 각 7개의 부티크 호텔 웹사이트 사례를 수집하였다. 이어서 선행연구를 바탕으로 번 슈미트의 경험 그리드 모듈의 경험 요소와 제공수단 내용을 구체화 한 뒤 미국과 국내 부티크 호텔 웹사이트 인트로 화면의 경험 구조를 분석하였다. 연구결과 경험 제공 수단에서 양 국의 호텔 모두 인적 요소 경험 제공이 부족하다는 점에서 공통적인 경향을 보였으나 미국 호텔 웹사이트가 제품 외형 정보를 보다 다수의 호텔에서 제공한다는 점에서 차이를 보였다. 경험 유형 측면에서 미국 호텔이 공간 정보 제공 시 보다 다양한 경험 유형을 활용하고 있으며, 국내에서는 거의 활용되지 않는 행동, 관계 경험 유형을 활용해 공간 정보를 제공하고 있다는 점이 가장 큰 차이로 나타났다. 결론 첫째, 국내호텔 웹사이트는 커뮤니케이션, 아이덴티티, 공간 경험 3개의 경험제공 수단에 주로 의존하는 한계를 극복해야할 것이다. 둘째, 경험 유형의 다각화이다. 시각, 인지 경험유형 이외에 행동, 감성, 관계 경험 유형을 활용하기 위한 전략적 접근이 필요하다. 셋째, 차별화 수단으로서 인적 경험수단 활용이다. 슈미트의 전략적 경험그리드를 활용을 통해 호텔 웹사이트 경험 구조를 분석함으로써 보다 체계적 경험 관리가 가능할 것이다. Background Introduction screen of the hotel website conveys hotel's first impression and provides service information via online, thus contributing to purchase decision. Therefore, the purpose of this study is to compare the experience structure of South Korean and foreign boutique hotel websites and to suggest a strategic direction for the experience structure. Methods Out of hotels located in Seoul, South Korea, and the major cities of the U.S., seven cases of boutique hotel websites were collected through three stages of screening. Then, based on previous research, the experience elements of Bernd Schmitt's experience grid module and the content of its provisional methods were specified. Thereafter, the experience structure of the introduction page for the U.S. and South Korean boutique hotel websites were analyzed. Result In terms of providing methods of experience, hotels in both countries share a tendency to lack experience in human factors. However, the number of U.S. hotel websites providing product appearance information was higher than that of South Korea. The biggest difference is that the hotels in the U.S. use a variety of experience types than when providing spatial information, using behavior and relationship experiences that are rarely used in South Korea. Conclusion First, South Korean hotel websites must overcome limits of mostly relying on three means of providing experience: communication, identity, and spatial experience. Second, diversification of experience types is needed. In addition to visual and cognitive experience types, strategic approaches are needed to utilize experience types of behavior, feelings, and relationships. Third, the utilization of human experience is important as a means of differentiation. More systematic experience management can be achieved by analyzing the hotel's website experience structure using Schmidt's strategic experience grid.

호텔 웹사이트 품질, 웹사이트 만족, 호텔 방문의도 간 구조적 영향관계에 관한 연구

김순경(Soon Kyung Kim),박영아(Young A Park),현용호(Yong Ho Hyun) 한양대학교 관광연구소 2013 觀光硏究論叢 Vol.25 No.1

본 연구의 목적은 호텔 웹사이트 품질을 선행변수로 하여 은행서비스 제1호(통권 34) 24 선행변수로 하여 웹사이트 만족과 호텔재방문의도 간의 구조적 영향관계를 검증하는 것 이다. 본 연구를 위해 설문조사는 대구 인터불고 호텔 웹사이트를 방문한 고객을 대상으로 설문을 실시하였다. 총 700부가 온라인을 통해 설문이 배포하여 678명의 응답자가 온 라인 설문에 응하였으며 불성실하게 응답을 한 설문을 제외한 323부가 최종 분석에 이용 되었다. 본 연구 결과는 다음과 같다. 첫째, 정보품질과 서비스 품질이 웹사이트 만족에 정(+)의 영향을 준 것으로 나타난 반면 시스템 품질은 영향을 주지 않은 것으로 밝혀졌 다. 유의미한 결과를 보여준 경로 중, 정보품질이 웹사이트 만족도에 상대적으로 더 많은 영향을 준 것으로 나타났다. 둘째, 웹사이트 만족이 호텔재방문의도에 정(+)의 영향을 준 것으로 밝혀졌다. 호텔 경영자 및 관리자들을 위한 이론적?실무적 시사점이 제시되었고 마지막으로 한계점이 논의되었다. The purpose of this study is to examine the structural relationships between the web site quality of the deluxe hotels in Daegu, web-usage satisfaction and a revisit intention to a hotel. The web questionnaires were distributed to customers who visited the web site of the hotel, ``Hotel Inter-Burgo Daegu``. The self-administerd survey was undertaken against 700 respondents. A total of 678 responses were collected. Excluding missing data, 323 usable data were used for analysis. Results from this study are as follows: First, it was found that information quality and service quality positively influenced the web-usage satisfaction, whereas system quality did not. Information quality had the most effect on hotel web-usage satisfaction; second, it was revealed that the web-usage satisfaction positively affected the revisit intention to the hotel. The theoretical and practical implications are discussed. The limitations are also mentioned.

온라인,오프라인 방문의도에 영향을 주는 호텔 웹사이트 품질평가에 관한 연구

현용호(Yong Ho Hyun),박영아(Young A Park) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.5

The purpose of this study is to investigate the structural relationships between three dimensions of IS quality(i.e., system quality, information quality and service quality), user satisfaction with a hotel website, actual visit intention to a hotel and a revisit intention to its website, and to examine the moderating effect of social norm and coupon perception between user satisfaction and hotel visit intention and its website. The survey was undertaken from 21th of September to 30th of September, 2011 against panels who were registered to a research auction company. After the respondents were asked to experience a five-star hotel website at Daegu, a total of 323 samples were collected and used for the analysis. The results from this study is shown as follows: First, system quality and information qualtiy exert an influence on user satisfaction with the website; second, satisfaction with a web use significantly influences both actual visit intention to a hotel and revisit intention to the website; third, it is found that coupon perception moderates the relationship between satisfaction with the web use and revisit intention to the website, called ``enhancing interaction effect``, whereas social norm moderates the relationship between satisfaction with the web use and actual visit intention to the hotel, called ``buffering interaction effect``. theoretical and practical implications for hotel managers are discussed. And also, the limitations are mentioned.

IPA 기법을 활용한 호텔웹사이트 품질 연구

주린(ZhuLin),조선배(Cho, SunBai) 한국호텔외식관광경영학회 2015 한국호텔외식경영학회 학술발표논문집 Vol.- No.-

The purpose of this study is to investigate on the buget hotel website quality in China to use IPA matrix. In order to achieve the research purpose, by reference to previous research focusing on budget hotel’s website service quality, this study has extracted dimensions of hotel’s website service quality, and has exported questions of measurement, thereby conducting the differential analysis of importance and satisfaction of hotel’s website service quality, and putting forward theoretical basis. By sampling survey, sent out 300 questionnaires personally, in which 299 valid questionnaires were analyzed. Research conclusions are that there are three dimensions of hotel"s website service quality with quite high importance and satisfaction, reliability, security, and entertainment. Dimensions with high importance and low satisfaction are convenience, responsiveness and empathy. Dimensions with low importance and satisfaction are those with no need of improvement, which includes tangibles. Future research and implications are disscussed.

호텔 웹사이트의 정보 품질이 예약/구매 의도에 미치는 영향

한송이(Song Ee Hahn),한진수(Jin Soo Han) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.2

The objective of this study is to investigate the direct impact of information quality of hotel websites on customers` book or purchase intention and examine the moderating effect of the customers` ability of information acquisition and processing on the relationship between information quality and customers` book or purchase intentions. Online survey of people who had recently visited a hotel website resulted in 418 usable responses and SPSS 20.0 version was used for data analysis. The results of an exploratory factor analysis revealed that the measurement scale for information quality of hotel websites comprised 21 items across four factors: general information, locality information, facility information, and promotion information. The results of multiple regression analysis showed that all of the information quality factors had directly positive impacts on customers` book or purchase intention. Findings of this study also indicated that there is a moderating effect of information acquisition and processing on the linkage from website information quality to customers` book or purchase intentions. The findings give a better understanding of website information quality in the hotel context and enables hotel practitioners to improve hotel website information quality.

한·미 호텔 웹사이트 번역 텍스트를 통한 상호작용적 의미의 변화

신나안 한국통번역교육학회 2016 통번역교육연구 Vol.14 No.3

This study examines the differences in Interpersonal meaning between the text used on Korean and American hotel websites. Interpersonal meaning is a metafunction that expresses tenor, which refers to the relationship between participants in a discourse, in systemic functional language (SFL). To compare the differences in interpersonal meaning between Korean text and English text, the mood, evaluative words, and pronouns were analyzed. Compared with American hotel websites, Korean hotel websites uses more declarative sentences and a greater number of evaluative words to express the luxurious image of hotels; the sites also identifies the hotel by name, rather than using personal pronouns. In contrast, American hotel websites uses imperative sentences more than declarative and interrogative sentences. In addition, they focuses on the location of the hotel and the tour attractions near the hotel, which involves using more evaluative words. Personal pronouns, such as we and you, were frequently used to refer to both the hotel and the readers.

Factors Affecting Online Reservation Decisions through Hotel Websites: An Empirical Study from Can Tho City, Vietnam

Hai Quynh Tram NGUYEN,Yen Nhi LE,Ly Giau LAM,Thi Yen Nhi LE,Trieu Di NGUYEN,Thi Kim Yen PHAM,Trong Luan NGUYEN 한국유통과학회 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.5

Many consumers are opting for online booking over traditional booking systems. Customers can actively seek out information about hotels and lodging services, as well as book rooms, at any time and from any location. Customers also feel more supported when they interact with virtual assistants or professionals. Recognizing this issue, several hotels have focused on improving their websites by incorporating aspects that encourage customers to book directly through the hotel’s website. The study’s goal is to discover what factors impact people’s decisions to book a hotel stay through the hotel’s website. Therefore, hotel managers and owners can make decisions to improve the hotel website to attract residents to Can Tho City. The factors are website quality, affective commitment, social presence, and e-trust that affect customers’ decision to book through the hotel website. The study uses quantitative methods to collect data from 180 residents living in Can Tho. Through data analysis on SPSS and Amos software, the research results show that three factors considered, namely website quality, affective commitment, and social presence, positively influence customers’ booking decisions. This finding also suggests that e-trust is less critical to residents in Can Tho City, different from what the study had predicted.

Comparison of e-Commerce Systems in Different-sized Hotels

김홍범,함선옥,문혜영 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.3

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 (1st, 2nd, and 3rd 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, although 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.