Investigating the Success Factors of Hotel Websites: The Case of Egyptian Hotels

Abstract

The use of web as a marketing channel is on the rise rapidly worldwide. The majority of businesses across all industries including hotels, adopt web usage in order to satisfy their customers. Hotels adopt this new environment to communicate directly with travellers and offer customers who are willing to search for information the opportunity to book accomodation online. The study used a questionnaire to collect data from 311 hotel customers about their perceptions on Egyptian hotel websites. It employed structural equation modelling, an advanced multivariate technique to measure the dimensions of e-service quality of hotel websites and their effect on website competitiveness. The study’s findings can help hotel marketing managers address defects in their websites and support their business competitiveness.