The Impact of Website Persuasiveness on Luxury Hotels Financial Performance

Abstract

The primary objective article was to investigate the websites’ persuasiveness of the luxury hotels in Greece and its implications for their financial performance. As a result, a content analysis was applied primarily as a quantitative research method, with website characteristics classified into distinct categories and then described using statistics; 335 websites of luxury hotels were reviewed and data were analyzed by means of STATA 12. Persuasiveness measured using six dimensions, namely: informativeness, usability, credibility, inspiration, involvement and reciprocity. The research divulged a comparatively low degree of the hotels overall persuasiveness, specifically in involvement dimension. Furthermore, current research attempted to pinpoint the relation among the hotels’ website overall persuasiveness and its impact on their financial performance. The findings could offer the hotel managers useful insights into enhancing their website’s persuasiveness and accordingly their financial performance.