Abstract
ABSTRACTResearch on the application of mobile technology in the hotel industry is still in its nascent stage. Most studies on mobile technology in the hotel industry have investigated mobile applications. However, studies on mobile websites remain limited. Mobile websites are significant sources of information of smartphone users for their purchasing decisions. A well-designed and well-managed mobile website can satisfy the needs of customers, whereas a poorly managed one can make them frustrated and dissatisfied. However, a particular mobile website evaluation model for the hotel industry has yet to be developed. Moreover, studies have yet to investigate user requirements for hotel mobile websites. Hotels cannot develop an effective and efficient mobile website to satisfy the users’ needs, create a favorable experience for them, and influence their intention to purchase via mobile websites without understanding users’ needs with regard to mobile websites. To fill in this research gap, this study applied qualitative and quantitative research methods to collect primary data and develop a comprehensive mobile website performance evaluation model for the hotel industry. This model includes usability and functionality dimensions that have been identified from the existing literature on mobile website and hotel website evaluation. All identified dimensions and attributes were validated by a group of hotel suppliers, information technology experts, users of hotel mobile website, and smartphone users. A total of 47 attributes and 7 dimensions were rated by 456 hotel mobile website users and ranked based on their importance thereafter. The weighting scores for each dimension and attribute were analyzed using a numerical computation method. Findings indicated that users preferred an easy-to-use mobile website design and structure, as well as simple information on hotel mobile websites. Users perceived all functionality dimensions as significant. Thus, an excellent hotel mobile website should present simple information while providing users with access to detailed information if necessary.
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