Study On Establishment And Application Of Hotel Website Function Evaluation System

The over-reliance of the Chinese hotel industry on OTA(online travel agency)and online channel providers has placed the hotel industry at a disadvantageous position.In order to reduce the dependence on intermediaries such as OTA platforms to gain greater profits and autonomy,the importance of hotel websites which acts an important part of the direct sales platform is becoming more and more prominent.However,the research on hotel websites in China started late,and the hotel website has problems such as lagging construction and simple functions.From the aspect of consumers' needs,constructing the evaluation index of hotel website functionality is of great significance for evaluating the current level of hotel website construction in China,improving the management level and quality of hotel websites,and increasing the market share of hotel direct sales.This thesis references the achievements of existing work,and builds an evaluation index system for hotel website functions.Different from the direct scoring method in some studies,the index model of this thesis is based on the user's subjective evaluation to empower the indicators.From the perspective of the customer,the score of indicator attributes was obtained by means of questionnaires.On this basis,each indicator weight is established and a hotel website evaluation model is constructed based on the TOPSIS method.Hotel website function evaluation indicators include the booking information,facility information,contact information,surrounding areas and website management,and a total of 45 indicators.This indicator model can clearly define the merits and demerits of the overall evaluation of the functions of each hotel website,the merits of the specific dimensions,and the pros and cons of each indicator.Secondly,this thesis takes Xiamen high star hotels as an example for evaluation and analysis.The thesis first describes the overall situation of the sample hotel,namely its website,and analyzes the overall score of the sample hotel evaluation,as well as the score of the sub-dimension.This thesis also introduces the differences in the evaluation scores of various types of hotels.From the evaluation results,the average rating of all sample hotel websites is 39.56,indicating that there is still room for improvement in the Xiamen hotel websites.Even the best hotel websites still have much room for improvement in terms of facility information,contact information,and website management.This thesis also considers the impact of mobile phone mobile terminals,weibo,wechat,online reviews and other factors on the evaluation of hotel websites in the hotel evaluation model,and analyse the weights and scores of indicators related to the mobile Internet.