The characteristics of hotel websites and their implications for website effectiveness |
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Authors: | Serje Schmidt Antoni Serra Cantallops Cristiane Pizzutti dos Santos |
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Institution: | aCentro Universitário Feevale, RS 239, 2755, 93352-000, Novo Hamburgo, RS, Brazil;bUniversitat de les Illes Balears, Ctra. de Valldemossa, km 7.5, Edifici Jovellanos DB211, 07122, Palma de Mallorca, Spain;cUniversidade Federal do Rio Grande do Sul, Escola de Administração, Rua Washington Luis, 855, 90010-460, Porto Alegre, RS, Brazil |
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Abstract: | Hotels are increasingly taking advantage of the Internet as a marketing tool able to provide direct contact with customers, but is the full potential of this tool being exploited? This article constructs and validates an instrument for the measurement of website characteristics and relates those characteristics to website performance, using structural equation modeling. The results indicate that small and medium size hotels in the Balearic Islands in Spain, a developed tourist destination, and in the South of Brazil, a developing destination, are using their websites as mass media tools; ignoring the potential for interactivity and one-to-one communication. It is suggested that hoteliers should adopt a more strategic approach to the Internet, preparing the ground for direct contact with customers. |
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Keywords: | Hotel Website Internet |
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