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The impact of usability on e-marketing strategy in international tourism industry

机译：可用性对国际旅游业电子营销策略的影响

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The electronic information revolution and the use of computers as an essential part of everyday life are now more widespread than ever before, as the Internet is exploited for the speedy transfer of data and business. Hotel/hospitality websites are growing in use worldwide, and they present popular business channels on the Internet. However, they need to be continuously evaluated and monitored to measure their levels of efficiency, effectiveness and user satisfaction, ultimately to improve quality and profit. Also, users have become the most important factor impacting on the success of these websites; if they are produced and are then deemed not useful by the end-users; the result is a failed business. Thus, nobody can use them and the stakeholders cannot make money. To assess the success of hotel/hospitality sites; usability criteria should be considered to ensure that users can find their way quickly and easily to complete their tasks effectively. This paper aims to use user testing and the thinking aloud protocol to evaluate two interfaces of hotel/hospitality sites to examine how their usability problems significantly impede user performance. The results show that usability is the main factor affecting users' performance, and that it is the best attribute for measuring the extent to which hotel/hospitality sites meet the requirements of their users and marketing strategy. Also, this study emphasizes to the one important concept in marketing which is related to usability concept is to understand the online user behaviour to deliver effective online user experiences, consequently, to achieve good e-marketing strategy. Because in this study, a high percentage of users failed in completing their tasks to reserve rooms for their journey. Thus, stakeholders fail in achieving the most important goal of their e-marketing strategy.
机译：电子信息革命和计算机作为日常生活必不可少的一部分，现在已比以往任何时候都更为广泛，因为互联网被用于快速传输数据和业务。酒店/招待所网站在全球范围内正在使用，它们在Internet上提供了流行的商业渠道。但是，需要对其进行持续的评估和监控，以衡量其效率，有效性和用户满意度的水平，最终提高质量和利润。此外，用户已成为影响这些网站成功的最重要因素。如果它们被生产出来，然后被最终用户认为是无用的;结果是生意失败了。因此，没有人可以使用它们，而利益相关者则不能赚钱。评估酒店/接待场所的成功;应该考虑可用性标准，以确保用户可以快速轻松地找到自己的方式来有效地完成任务。本文旨在使用用户测试和大声思考协议来评估酒店/接待场所的两个界面，以检查其可用性问题如何严重影响用户性能。结果表明，可用性是影响用户表现的主要因素，并且它是衡量酒店/热情好客场所满足其用户需求和营销策略的程度的最佳属性。此外，本研究还强调了与可用性概念相关的营销中的一个重要概念，即了解在线用户的行为以提供有效的在线用户体验，从而实现良好的电子营销策略。因为在这项研究中，很大比例的用户未能完成其任务以为其旅行保留房间。因此，利益相关者未能实现其电子营销策略的最重要目标。

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