Journal of Hospitality and Tourism Technology

Alex M. Susskind; Michael A. Stefanone

2010 Journal of Hospitality and Tourism Technology

doi: 10.1108/17579881011022990

Purpose – A model of the relationships between individuals' perceptions of internet use and internet usage behaviors is presented and tested. The purpose of this paper is to propose that a lack of perceived responsiveness to on‐line communication is positively related to individuals' general resistance to use the internet as a communication information exchange medium, termed general internet apprehensiveness (GIA). Perceptions of GIA are negatively associated with on‐line information‐seeking behavior, and positively associated with individuals' resistance to or fear of using the internet for on‐line retail transactions, termed transactional internet apprehensiveness (TIA). Design/methodology/approach – College‐aged students reported their attitudes about on‐line information seeking, on‐line purchasing, and their on‐line information seeking and purchasing behaviors. The model presented is tested with path analysis to assess the variables' interrelationships. Findings – Ultimately, lack of responsiveness is positively related to GIA, GIA is negatively related to information‐seeking behavior, and TIA is negatively related to consumers' on‐line purchasing of goods and services. Research limitations/implications – The student sample used in this study prevents us from making broad‐based generalizations. While students represent a large base of internet users and have been presented as a viable population to study in investigations for both academic audiences and marketing practitioners, future research will continue to benefit from more diverse samples of internet users. Practical implications – This study offers hospitality professionals a better understanding of the elements that inhibit or encourage on‐line information seeking and purchasing behaviors. Originality/value – This paper further defines the socio‐demographic factors that inhibit consumers from using the internet as both an information‐sharing tool and purchasing medium.

Betsy Bender Stringam; John Gerdes Jr

2010 Journal of Hospitality and Tourism Technology

doi: 10.1108/17579881011023007

Purpose – Consumers as well as hotel web sites are evolving, changing the requirements and expectations for online hotel room reservations. Building on previous research, the purpose of this paper is to explore hotel web site design's influence on site appeal and likelihood to purchase. Design/methodology/approach – The methodology incorporates both qualitative and quantitative methods. College‐age participants visited hotel web sites detailing their impressions. Using a grounded theory‐based approach and regression analysis, web design factors are identified and assessed. Findings – The paper finds a preference for enhanced graphical web site design. This finding contradicts prior studies. The paper also finds continued importance in: ease of use, brand loyalty site content, and site aesthetics. Research limitations/implications – This paper uses a combination of qualitative and quantitative data. The coding of qualitative data can be affected by researcher bias. This paper also suffers from an age and geographic population bias. While this paper suggests that certain factors influence the likelihood to purchase, more extensive definition of these factors is needed. In addition, several factors, which were important in previous studies, have incongruous findings in this paper and need further examination. Practical implications – The results give direction to the design of effective hotel web sites. Originality/value – Rapidly evolving internet technologies and consumer behavior generate a need for ongoing research to consumer behavior. A study with valid insight and information completed previously may not accurately reflect today's internet hotel market. The findings are significant: they suggest there has been a shift in consumer preferences.

JungKook Lee; Alastair M. Morrison

2010 Journal of Hospitality and Tourism Technology

doi: 10.1108/17579881011023016

Purpose – The purpose of this paper is to develop a set of criteria and an instrument for evaluating upscale hotel web sites and test these in a comparative study of South Korean and the US upscale hotel web sites. Design/methodology/approach – The hotel web sites are assessed by a team of 25 trained evaluators. The study measures and compares the overall effectiveness of upscale hotel web sites and checks the correlation between overall web site effectiveness and size of upscale hotels in South Korea and the US by using balanced scorecard (BSC) approach. To evaluate and analyze upscale hotel web site performance or effectiveness, 14 upscale hotels in both South Korea and the USA are selected. These hotels are selected through Expedia.com or Hotels.com and are rated as either four‐ to five‐star. Findings – The results show that there is no significant difference in the overall effectiveness of the upscale hotel web sites in South Korea and the USA. However, the web sites of the Korean upscale hotels perform slightly better than their US counterparts. The main conclusion drawn is that most upscale hotels in both countries are not effectively using web sites from the marketing and upscale hotel perspectives. Originality/value – The first objective of this research study is to develop a web site evaluation tool for upscale hotels. The modified BSC approach for performance measurement is adopted as the overall framework for the evaluation process. Therefore, BSC performance measurements are adapted and developed to reflect the specific context of upscale hotel online marketing, with an upscale hotel perspective being added to the critical success factors. Also, this study compares actual upscale hotels web page in two different countries and that approach is unique.

Michael L. Kasavana; Khaldoon Nusair; Katherine Teodosic

2010 Journal of Hospitality and Tourism Technology

doi: 10.1108/17579881011023025

Purpose – Although the inplementation of online social networking (OSN) within the hospitality industry is relatively new, its parameters possess unique implications for hospitality industry constituencies including guests, staff members, and management. The purpose of this paper is to examine the evolution, scope and types of online social networks and potential implications for hospitality businesses. Design/methodology/approach – This paper is based on an in‐depth review of literature, including intended and unintended consequences of social media. Findings – While social networking can assist a hospitality firm in strengthening guest loyalty and satisfaction, it may also expose itself to unfair criticism and unfounded speculation. In addition, some hospitality firms have sponsored coworker sites in an attempt to incentivize interactivity by encouraging peer‐to‐peer and staff‐to‐administrator participation, only to risk exposure of negative relationships and strained working conditions. Research limitations/implications – The literature related to hospitality OSNs is relatively sparse and thus this paper is intended to provide a basis for future investigation. Originality/value – The literature related to hospitality OSNs is relatively sparse and thus this paper is intended to provide a basis for future investigation.

Haris Machlouzarides

2010 Journal of Hospitality and Tourism Technology

doi: 10.1108/17579881011023034

Purpose – The purpose of this paper is to extend the understanding about the augmented destination marketing process that has resulted from the introduction of electronic marketing methods. It attempts to identify the factors that contribute to the process of destination marketing by introducing an integrated marketing model. This study aims to expand the domain of knowledge about the tourist buying behavior by putting forward a framework to manage the destination marketing process for Cyprus. Design/methodology/approach – The research design adopted for this study is an exploratory one, deploying the open‐ended approach of grounded theory. A number of expert interviews are performed with senior marketing executives at the Cyprus Tourism Organization (CTO), while an extensive study of the existing procedures that are being followed in carrying out the CTO's marketing department's functions facilitated further information analysis. The actual users' expectations are derived from a web‐user behavior analysis, reflecting upon relevant marketing theories and information systems approaches. Findings – The paper provides insights into the augmented process of destination marketing planning and suggests specific ways through which National Tourism Organizations can manage it efficiently. The contribution of this study towards building on the body of knowledge is significant as the process of destination marketing planning is characterized by complexity due to the diverse interests of the stakeholders involved. Originality/value – This paper successfully introduces the concept of integrated marketing as the sole enabler for the CTO to maximize the effectiveness of its marketing efforts worldwide.