Abstract
Abstract The use of web as a marketing channel is on the rise rapidly worldwide. The majority of businesses across all industries including hotels, adopt web usage in order to satisfy their customers. Hotels adopt this new environment to communicate directly with travellers and offer customers who are willing to search for information the opportunity to book accomodation online. The study used a questionnaire to collect data from 311 hotel customers about their perceptions on Egyptian hotel websites. It employed structural equation modelling, an advanced multivariate technique to measure the dimensions of e-service quality of hotel websites and their effect on website competitiveness. The study’s findings can help hotel marketing managers address defects in their websites and support their business competitiveness.
Highlights
Many industries have made efforts to develop their Internet services and enhance their websites, in the hospitality industry, in which the internet is a part of their marketing strategy to effectively communicate with their prospective visitors (Diaz & Koutra, 2013; Sigala, 2003; Yang & Lin, 2014)
The descriptive statistics showed that 53.6% of the respondents were males while 46.4% of them were females. 44.3% of the respondents were under 25 years, 29.6% of them were between 25 and years, 22.4% were between and years, and 3.6% were between to 54 years old. 77.6% were university graduates, 11.6% had secondary school or technical education, and 10.8% were postgraduate students. 53.6 of respondents used the Internet regularly, while 18.8% used it rarely (Table 1)
This study investigated the success factors of hotel websites and how they affect the competitive advantage of the hotel’s online presence
Summary
Many industries have made efforts to develop their Internet services and enhance their websites, in the hospitality industry, in which the internet is a part of their marketing strategy to effectively communicate with their prospective visitors (Diaz & Koutra, 2013; Sigala, 2003; Yang & Lin, 2014).
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