A comparative study of web site performance

A comparative study of web site performance 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1757-9880
DOI
10.1108/17579881011023016
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Hospitality and Tourism TechnologyEmerald Publishing

Published: Mar 12, 2010

Keywords: Hotels; Internet; Promotional methods; Critical success factors; United States of America; South Korea

References

  • The website design and internet site marketing practices of upscale and luxury hotels in Turkey
    Baloglu, S.; Pekcan, Y.A.
  • Developing a performance indicator for hotel websites
    Chung, T.; Law, R.
  • Marketing on the internet: who can benefit from an online marketing approach?
    Kiang, M.; Raghu, T.; Shang, K.
  • Web‐site marketing
    Lau, K.N.; Lee, K.H.; Lam, P.Y.
  • E‐innovation: internet impacts on small UK hospitality firms
    Martin, L.
  • The web sites of international tourist hotels and tour wholesalers in Taiwan
    Wan, C.S.

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