Author
Atabay, E., Turksoy, S. S., Sanlioz-Ozgen, Hanim Kader
Publication Date
2024-09-04
Publication Place
-
Sage
Subject
Türkiye, Five-star hotels, Website quality, Mobile site, Hotel website, Direct booking
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
1356-7667
Record ID
4d49294f-65d9-4222-8e8c-03c74b6cf92e
Library Location
Hotel Management
Date
2024-09-04
Sample Text
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.
DOI
10.1177/13567667241277210
