Study On The Evaluation Of Service Functions Of Star-Hotel Websites

With the rapid development of tourism e-commerce, hotel websites have become increasingly important.Websites are not only an important way to release information, but also a potential marketing tool. Thus, some researchers have foucused on the study of hotel-website.However, the number of related academic achievements is so limited in mainland China that cannot meet the changing demands of customers.Using the literature research method,observing and doing survey, the writer has figured out information,transaction,communication,interface and speed as 5 criterions followed by 26 evaluation indexs to appraise the service functions of star-hotel-websites.The final index system is effective and efficient.5-scale Likert questionnaires were used to obtain the weight of each index.Meanwhile,39 star-hotels in Nanjing and 166 five-star hotels in 31 capital cities are being scored based on the fixed evaluation model with content analysis. Finally,with the use of IPA,Chi.square test and the weighted average calculation method,some conclusions have been made: ①the "price information "and "transportation tips"are considered the most important service functions of hotel websites.②both the star-hotel websites of Nanjing and the five-star-hotel websites in capital cities of China are mainly used to release information, not to communicate with customers,nor provide good enough interface or take fully advantage of online transaction. ③ by comparing the weighted average score of five-star,four-star and three-star hotels,the writer has found that the higher level the hotel is, more service functions are provided by its website.④by comparing hotel-websites of the estern region,the central region and the western region of China, the hotel websites of the central region are found to be best performed,but the weighted average scores of three regions do not show great difference;yet, each region has its own strengths and weaknesses:the hotel websites of eastern region is foucus on information function,but do do performed good at communication;the hotel websites of central region is good at information release and interface provision,but pay little attention to communication;the hotel websites of western region is foucus more on the transation,communication and speed,but performed bad at information release.⑤,today, star-hotel’s websites can not meet the demands of customes on the following aspacts — very limited transportation tips, oversight on information concerned with purchasing, no comments from former consumers, out-of-date information and incorrect hyperlink—which should be improved as soon as possible.This paper constructs the evaluation model of Stars-Hotel website’s service functions and studies the performance of Star-Hotel website in mainland. The purpose lies in pointing out the weaknesses of Stars-Hotel websites in mainland China and offering practical suggestions, leading their websites to meet the needs of the consumers, fully take advantage of the network marketing and realize the rapid development of hotel industry, making hospitality field more healthy and independent.