Direct online booking competence of five-star hotels: Model development on web/mobile sites

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2024-09-04 DOI:10.1177/13567667241277210

Hanım Kader Şanlıöz-Özgen, Selcen Seda Türksoy, Eniser Atabay

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引用次数: 0

Abstract

Hotel businesses focus on diversifying the tools on their hotel web and mobile sites to drive higher returns, conversions, and profit. This orientation has also converged with the pandemic effects. In response to these challenges and opportunities, this study aims to propose a model for assessing the direct online booking competence of hotel businesses via their web and mobile sites. Designed as a multiple case study including 22 hotels, the study proposes an assessment framework (web and mobile site-based direct online booking competence) with an extensive checklist of 107 items in six dimensions (informative and experiential content, user interface, promotional, mobile, and crisis communication). The framework is also effective to classify hotels according to their web and mobile site-based direct online booking competence such as optimal, effective, functional, dynamic, and practical performers with reference to their strengths and weaknesses. The framework serves as a comprehensive assessment tool for hotel businesses to evaluate their position in relation to their competitors and improve their direct online booking competence. Potential customers also consider the necessity of all the index items in hotel web and mobile sites; however, promotional competence followed by mobile and crisis communication is regarded as the most critical dimension.

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五星级酒店的直接在线预订能力：网络/移动网站的模式发展

酒店企业注重酒店网站和移动网站工具的多样化，以提高收益、转换率和利润。这一方向也与大流行病的影响相吻合。为了应对这些挑战和机遇，本研究旨在提出一个模型，用于评估酒店企业通过其网站和移动网站进行直接在线预订的能力。本研究设计了一个包含 22 家酒店的多案例研究，提出了一个评估框架（基于网站和移动网站的直接在线预订能力），该框架包含六大维度（信息和体验内容、用户界面、促销、移动和危机沟通）的 107 个项目。该框架还能有效地根据酒店基于网络和移动网站的直接在线预订能力对其进行分类，如最佳、有效、功能性、动态和实用的执行者，并参考其优缺点。该框架可作为酒店企业的综合评估工具，用于评估其相对于竞争对手的地位，并提高其直接在线预订能力。潜在客户也认为酒店网站和移动网站中的所有指标项目都是必要的；然而，促销能力被认为是最关键的维度，其次是移动和危机沟通。

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.