Evaluating the performance of Hong Kong, Shanghai and Beijing international hotel websites

Pao Yue-kong Library Electronic Theses Database

Evaluating the performance of Hong Kong, Shanghai and Beijing international hotel websites


Author: Ma, Wing-kai Andrew
Title: Evaluating the performance of Hong Kong, Shanghai and Beijing international hotel websites
Degree: M.Sc.
Year: 2004
Subject: Hong Kong Polytechnic University -- Dissertations
Hotels -- Marketing -- Case studies
Internet marketing -- Case studies
Department: School of Hotel and Tourism Management
Pages: iii, 81 leaves : ill. (some col.) ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1780995
URI: http://theses.lib.polyu.edu.hk/handle/200/2118
Abstract: The purpose of this research is to evaluate the functionality of International hotel companies' with hotel properties located in Shanghai, Beijing or Hong Kong, websites by identifying the predominant features on these sites. The researcher has modified a previously presented model, the scientific method to measure the overall functionality performance of hotel and perform the current research to 25 Hotel companies with a total 91 hotels located in Shanghai, Beijing and Hong Kong. The researcher commented that Shanghai, Hong Kong and Beijing were actually sharing the same piece of business in hotel business. Because of the function and formation, Hong Kong and Shanghai are direct competitors for the inbound International Business Travel and MICE market in the country of China. The indirectly competitor Beijing, the capital of China is also playing an important role to the inbound International Business Travel market to Northern parts of China. The researcher suggested that International Hotel Companies should focus on these three cities that control hotel business, Shanghai for Eastern China, Beijing for Northern China and Hong Kong for Southern China. The research was based on a conceptual framework of hotel website dimensions including facilities information, customer contact information, reservations information, surrounding area information and management of website. A total of 38 website attributes were included in five dimensions. The research commenced with a total of 33 customers with on-line hotel reservation experience who were asked to rate the importance of the attributes that were used to measure the performance of the websites. The researcher then investigated to 91 hotels from 25 hotel companies and produced the "overall score of attribute performance (OP)" to represent the performance level of their hotel websites. The OP of websites was used to compare the performance of the selected websites in three locations including Shanghai, Beijing and Hong Kong. Analyses by ANOVA revealed no significant difference on overall performance of websites among the three locations. It is concluded that the hotel websites performance has no significant difference among the three locations. The conclusion of the study shows that hotels in Hong Kong did not perform better on the Internet, one of the most powerful distribution channels, when compared towards Shanghai and Beijing. This research has a number of implications for hotel industrial practitioners and policy makers. In particular, it allows a hotel to compare its website performance with the industry at large.

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