Computational Methods for Evaluating Web Technologies and Digital Marketing Techniques in the Hospitality Industry

Abstract

The implementation of information and communication technology (ICT) has aided in the efficient management of the hotel industry and is a crucial component of commercial hotels’ competitiveness and success. Hoteliers benefit from the usage of ICT on both a strategic and operational level. The official websites of business hotels are key points of contact for digital marketing since they communicate the hotel businesses’ identity and brand services to potential tourists. Consumer perceptions and behavior are influenced by the quality of information on facilities and services, as well as the quality of supporting material (pictures and videos) and supporting information systems (e.g., online booking systems). Websites should be appealing, simple to navigate, and suitable with mobile devices; they should also incorporate integrated booking systems and social media links to improve direct sales volume-reservations. The purpose of this research is to examine the official websites of Hotel Units located and operating in Greece. More precisely, we analyzed, assessed, and evaluated aspects such as website optimization, domain trust flow, domain referral flow, relevant websites, affiliate social networking, organic web keywords, and expected monthly SEO clicks. Additionally, computational approaches were used to analyze and evaluate the data variables acquired. This study intends to answer questions regarding the state of the tourism industry’s websites, the latest technology they use to maintain a strong online presence, and ways to optimize their interaction in order to attract more potential customers-tourists. In conclusion, hotels’ ICT integration requires quick attention. Although the majority of hotels utilize ICT, there is no evidence of both awareness and comprehension of the benefits associated with acquiring a competitive edge. Additionally, while they recognize and embrace the relevance of the official website, numerous flaws in the design, booking tools, and actual efficacy of these internet technologies have been detected.KeywordsComputational methodsDigital marketing techniquesHotel industryWebsite evaluationWeb technologiesSEOSocial mediaOnline reservation systemsJEL ClassificationZ32M31M37L86