The Impact of Hotel Web Design and Web Engagement on Online Purchase Intention: A Research on Business Travelers in Dubai

Öz

Considering specific properties of the tourism product, assessment only with abstract information and promises and tourist's requirement of managing purchase process with such abstract information have integrated tourism sector with information industry. The tourism industry tries to fill the perception gap that commitment cannot fill with information networks. Hotel web sites are an important mediator that reduces tourists' perception gap and worries. However, this media should not be approached only as an information service, communication channel or feedback system. This study focuses on the impact of hotel web design and web engagement on online purchase intention. A total of 367 valid online questionnaires were collected to empirically test the structural model using partial least square (PLS) path modeling approach. The study sample includes guests who have chosen Dubai hotels and who make reservation through the hotel or agency web sites.

Anahtar Kelimeler

• Hotel Web Design,Web Engagement,Online Purchasing Intention,S.O.R. Framework,PLS Analysis

OTEL WEB TASARIMI VE WEB BAĞLILIĞININ ONLİNE SATIN ALMA NİYETİNE ETKİSİ: DUBAİ'DEKİ İŞ GEZGİNLERİ ÜZERİNE BİR ARAŞTIRMA

Öz

Turistik ürünlerin kendine has özellikleri nedeniyle turistler soyut bilgilerle ve vaatlerle satın alma kararını vermek zorundadırlar. Turizm endüstrisi bilgi ağlarıyla soyut vaatlerin dolduramadığı algı boşluğunu doldurmaya çalışmaktadır. Otel web siteleri turistlerin algı boşluklarını ve kaygılarını azaltan önemli bir medyadır. Fakat bu medyaya yalnızca bir bilgi servisi, iletişim kanalı veya geribildirim sistemi olarak yaklaşılmamalıdır. Web siteleri üzerindeki arama davranışı ve bilgilerle sağlanan etkileşim tatil deneyiminin bir parçası olarak kabul edilmelidir. Bu çalışmada, otel web site tasarımının ve web bağlılığının satın alma niyeti üzerindeki etkisine ve ilişkisine odaklanılmaktadır. Araştırmada ölçümler ve yapısal modeli ampirik olarak test etmek için 367 geçerli çevrimiçi anket formundaki veriler PLS ile analiz edilmiştir. Çalışma örneklemi, Dubai otellerini seçen ve rezervasyonunu otel veya acente web siteleri aracılığıyla yapan konukları kapsamaktadır. Araştırma bulguları otel web site tasarım kalitesinin web site bağlılığını etkilediği ve bu bağlılığın da memnuniyet ve satın alma niyetine etki ettiğini göstermektedir.

Anahtar Kelimeler

• Otel Web Tasarımı,Web Bağlılığı,Online Satın Alma Niyeti,S.O.R. Çerçevesi,PLS Analizi

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