Adopting Web 2.0 technologies on chain and independent hotel websites: A case study of hotels in Hong Kong

Abstract

With the unprecedented ability to empower travellers in producing and consuming travel information, Web 2.0 is fundamentally changing the way of traveller’s information search behaviour and affecting subsequent decision making. As such, many researchers asserted that more hotel companies have integrated the technology into their websites to enhance customers’ travel information searching experience. However, no prior studies were conducted on this phenomenon in the hotel context. This study purposes to explore Web 2.0 technology adoption among Hong Kong hotels. The factors influencing the adoption of Web 2.0 technologies are also identified and discussed. A content analysis of hotel websites and interviews with the hotel managers identified the difference in adoption rate between chain and independent hotels. The discrepancy is mainly attributed to the top managements’ perceived benefit of Web 2.0.