Assessing Critical Quality Factors in Travelling Websites Using Analytic Hierarchy Process
Assessing website quality has been one of the important challenges in the recent business studies. The quality of travel websites can impact on the customers’ online hotel booking decision. Many factors have been identified in the previous research for improving e-commerce websites. However, in case of travel websites, few studies are conducted with limit number of quality factors. This study is then conducted to fill this gap by providing a comprehensive framework of website quality factors in tourism context. The proposed framework includes attractiveness, system quality, information quality and service quality factors. The data is collected through two travel websites, Booking.com and TripAdvisor.com. The analysis is performed using Analytic Hierarchy Process through Expert Choice software. The results of our data analysis are provided and discussed.
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