Evaluating the Quality Factors in Hotel Websites Using Multi-Criteria Decision Making Approach: The Customers' Viewpoint
This study aims to provide a multi-criteria decision making approach to evaluate the hotel website through a set of important quality factors. We use Loiacono’s WebQualTM scale to examine the quality of hotel websites. The data is collected from the users of the world's largest travel site, TripAdvisor. We adopt a multi-criteria decision making approach, Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), to perform data analysis on the collected data. Results revealed that trust, response time, transaction capability and informational fit-to-task are the most important factors from the customers’ perspectives. These findings offer useful implications for hotel website managers to consider the identified factors in the design of websites to attract and retain the consumers for long term.
Ahani, A., Nilashi, M., Ibrahim, O., Sanzogni, L., & Weaven, S. (2019). Market segmentation and travel choice prediction in Spa hotels through TripAdvisor’s online reviews. International Journal of Hospitality Management, 80, 52-77.
Bai, B., Hu, C., & Jang, S. (2007). Examining e-relationship marketing features on hotel websites. Journal of Travel & Tourism Marketing, 21(2-3), 33-48.
Baloglu, S., & Pekcan, Y. A. (2006). The website design and Internet site marketing practices of upscale and luxury hotels in Turkey. Tourism management, 27(1), 171-176.
Bonn, M. A., Furr, H. L., & Susskind, A. M. (1998). Using the Internet as a pleasure travel planning tool: An examination of the sociodemographic and behavioral characteristics among Internet users and nonusers. Journal of Hospitality & Tourism Research, 22(3), 303-317.
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism management, 29(4), 609-623.
Chiou, W.-C., Lin, C.-C., & Perng, C. (2010). A strategic framework for website evaluation based on a review of the literature from 1995–2006. Information & management, 47(5-6), 282-290.
Díaz-Luque, P. (2009). Official tourism web sites and city marketing. In Information communication technologies and city marketing: Digital opportunities for cities around the world (pp. 152-183): IGI Global.
Dickinger, A., & Stangl, B. (2013). Website performance and behavioral consequences: A formative measurement approach. Journal of Business Research, 66(6), 771-777.
Fakharinejad, H., Sadeghi, H., & Ahmadyan, A. (2019). Assessing Critical Quality Factors in Travelling Websites Using Analytic Hierarchy Process. Journal of Soft Computing and Decision Support Systems, 1(1), 1-6.
Feng, R., Morrison, A. M., & Ismail, J. A. (2004). East versus West: A comparison of online destination marketing in China and the USA. Journal of Vacation Marketing, 10(1), 43-56.
Fernández-Cavia, J., & Huertas-Roig, A. (2010). City brands and their communication through web sites: Identification of problems and proposals for improvement. In Web Technologies: Concepts, Methodologies, Tools, and Applications (pp. 1174-1297): IGI Global.
Fong, L. H. N., Lam, L. W., & Law, R. (2017). How locus of control shapes intention to reuse mobile apps for making hotel reservations: evidence from Chinese consumers. Tourism management, 61, 331-342.
Hwang, C. L., & Yoon, K. P. (1981). Multiple Attribute Decision Making: Methods and Applications. New York: Springer. Verlag.
Kaynama, S. A., & Black, C. I. (2000). A proposal to assess the service quality of online travel agencies: an exploratory study. Journal of professional services marketing, 21(1), 63-88.
Kim, S., & Stoel, L. (2004). Apparel retailers: website quality dimensions and satisfaction. Journal of Retailing and Consumer Services, 11(2), 109-117.
Law, R. (2018). Evaluation of hotel websites: Progress and future developments. International Journal of Hospitality Management.
Law, R., Qi, S., & Buhalis, D. (2010). Progress in tourism management: A review of website evaluation in tourism research. Tourism management, 31(3), 297-313.
Lu, Y., Deng, Z., & Wang, B. (2007). Analysis and evaluation of tourism e-commerce websites in China. International Journal of Services, Economics and Management, 1(1), 6-23.
Murphy, J., Forrest, E. J., Wotring, C. E., & Brymer, R. A. (1996). Hotel management and marketing on the Internet: An analysis of sites and features. The Cornell Hotel and Restaurant Administration Quarterly, 37(3), 7-82.
Nilashi, M., Ahani, A., Esfahani, M. D., Yadegaridehkordi, E., Samad, S., Ibrahim, O., . . . Akbari, E. (2019). Preference learning for eco-friendly hotels recommendation: A multi-criteria collaborative filtering approach. Journal of Cleaner Production, 215, 767-783.
Nilashi, M., Bagherifard, K., Rahmani, M., & Rafe, V. (2017). A recommender system for tourism industry using cluster ensemble and prediction machine learning techniques. Computers & industrial engineering, 109, 357-368.
Nilashi, M., bin Ibrahim, O., Ithnin, N., & Sarmin, N. H. (2015). A multi-criteria collaborative filtering recommender system for the tourism domain using Expectation Maximization (EM) and PCA–ANFIS. Electronic Commerce Research and Applications, 14(6), 542-562.
Nilashi, M., Ibrahim, O., Yadegaridehkordi, E., Samad, S., Akbari, E., & Alizadeh, A. (2018). Travelers decision making using online review in social network sites: A case on TripAdvisor. Journal of computational science, 28, 168-179.
Nilashi, M., & Ibrahim, O. B. (2014). A model for detecting customer level intentions to purchase in B2C websites using TOPSIS and fuzzy logic rule-based system. Arabian Journal for Science and Engineering, 39(3), 1907-1922.
Nilashi, M., Jannach, D., bin Ibrahim, O., Esfahani, M. D., & Ahmadi, H. (2016). Recommendation quality, transparency, and website quality for trust-building in recommendation agents. Electronic Commerce Research and Applications, 19, 70-84.
Samad, S., Nilashi, M., & Ibrahim, O. (2019). The impact of social networking sites on students’ social wellbeing and academic performance. Education and Information Technologies, 1-14.
Sartori, A., Mottironi, C., & Corigliano, M. A. (2012). Tourist destination brand equity and internal stakeholders: An empirical research. Journal of Vacation Marketing, 18(4), 327-340.
Schmidt, S., Cantallops, A. S., & dos Santos, C. P. (2008). The characteristics of hotel websites and their implications for website effectiveness. International Journal of Hospitality Management, 27(4), 504-516.
Shchiglik, C., & Barnes, S. J. (2004). Evaluating website quality in the airline industry. Journal of Computer Information Systems, 44(3), 17-25.
Walle, A. (1996). Tourism and the Internet: opportunities for direct marketing. Journal of travel research, 35(1), 72-77.
Wang, L., Law, R., Guillet, B. D., Hung, K., & Fong, D. K. C. (2015). Impact of hotel website quality on online booking intentions: eTrust as a mediator. International Journal of Hospitality Management, 47, 108-115.
Yadegaridehkordi, E., Hourmand, M., Nilashi, M., Shuib, L., Ahani, A., & Ibrahim, O. (2018). Influence of big data adoption on manufacturing companies' performance: An integrated DEMATEL-ANFIS approach. Technological Forecasting and Social Change, 137, 199-210.
Yadegaridehkordi, E., Nilashi, M., Nasir, M. H. N. B. M., & Ibrahim, O. (2018). Predicting determinants of hotel success and development using Structural Equation Modelling (SEM)-ANFIS method. Tourism Management, 66, 364-386.
Yadegaridehkordi, E., Shuib, L., Nilashi, M., & Asadi, S. (2019). Decision to adopt online collaborative learning tools in higher education: A case of top Malaysian universities. Education and Information Technologies, 24(1), 79-102.
Zare, M., Pahl, C., Rahnama, H., Nilashi, M., Mardani, A., Ibrahim, O., & Ahmadi, H. (2016). Multi-criteria decision making approach in E-learning: A systematic review and classification. Applied Soft Computing, 45, 108-128.
Zhang, H.-y., Ji, P., Wang, J.-q., & Chen, X.-h. (2017). A novel decision support model for satisfactory restaurants utilizing social information: A case study of TripAdvisor. com. Tourism Management, 59, 281-297.
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright © 2014 Penerbit UTM Press. Universiti Teknologi Malaysia. All rights reserved.
Mailing Address: Penerbit UTM Press, Universiti Teknologi Malaysia, 81310 UTM Johor Bahru, Johor, Malaysia.