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Factors Affecting Consumer Retention of Hotel Web Sites

机译：影响酒店网站消费者保留度的因素

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摘要

With the increasing number of online users world-wide firms are compelled to take advantage of the Internet technology. Its interactivity, ubiquity and accessibility qualify it as one of the most cost effective marketing tools today. As hospitality and tourism web sites are among the most popular online services in the world, hotel service providers have begun to utilize the Internet channel in promoting their services. However, with vast number of hotels' web sites customers can choose from the challenge lies in: do the hotels' web sites have features that would attract consumers to return? Thus, this research aimed to identify the factors that can influence consumer retention behaviour in hotel service industry. The primary data for this research were collected through a questionnaire survey. Results from a factor analysis reported 14 factors perceived as critical elements affording consumers repeat visits and intention to purchase. The limitations of the study and future directions of research are discussed.
机译：随着在线用户数量的增加，世界各地的公司被迫利用Internet技术。它的交互性，无处不在和可访问性使其成为当今最具成本效益的营销工具之一。由于接待和旅游网站是世界上最受欢迎的在线服务之一，酒店服务提供商已开始利用互联网渠道来推广其服务。但是，在众多酒店网站中，客户可以选择的挑战在于：酒店网站是否具有吸引消费者回头的功能？因此，本研究旨在确定可影响酒店服务行业消费者保留行为的因素。该研究的主要数据是通过问卷调查收集的。一项因素分析的结果报告了14个因素，这些因素被认为是使消费者重复访问和购买意愿的关键因素。讨论了研究的局限性和未来的研究方向。

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