هدف اصلی مقاله بررسی اثر تشویقی وب سایت هتل های لوکس در یونان و پیامدهای آن برای عملکرد مالی آنها می باشد. برای نتیجه گیری، تجزیه و تحلیل محتوا به طور کلی به عنوان یک روش تحقیق کمی انجام شد با طبقه بندی ویژگی های وب سایت در دسته های مجزا و توصیف آماری داده ها،۳۳۵ وب سایت مربوط به هتل های لوکس بررسی و داده ها با استفاده از STATA 12 تحلیل شد. اثر تشویقی وب سایت ها با استفاده از شش بعد اندازه گیری شد. که بدین صورت می باشند: اطلاعات ارزشمند، کاربرد پذیری، اعتبارسنجی، الهام بخشی، مشارکت و همکاری. این بررسی یک قیاس درجه پایین از ترغیب کنندگی کل هتل بخصوص در ابعاد مشارکت بررسی می کند،. علاوه بر این، تحقیق حاضر با هدف تعیین رابطه بین وب سایت هتل ها و تشویق کنندگی کلی و تأثیر آن در عملکرد مالی آنها انجام شده است.. یافته ها می توانند بینش های مفیدی را در اختیار مدیران هتل قرار دهند تا به افزایش تشویق کنندگی وب سایت و به تبع آن میزان عملکرد مالی آنها کمک کنند.

کلمات کلیدی وبسایت. اثر تشویقی. عملکرد مالی. هتل

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.

Keywords : Website, Persuasiveness, Financial performance, Hotel

Introduction

The Internet revolution has greatly reformed the business model worldwide, equipping enterprises with a plurality of effective strategic planning tools, to assist in doing them in obtaining substantial benefits by enhancing and exaggerating their competitiveness. In view of their expected effectiveness in cost decrease, in customer relationship management and in supply chain management, internet tools have been utilized by numerous enterprises for their market penetration (Ganesan, George, Jap, Palmatier, & Weitz, 2009).

The evolvement of Internet has reformed the hospitality sector via the development of an abundance of tourism associated websites and applications (Wang & Qualls, 2007). The increasing the Internet has inescapably augmented the percentage of online booking channels for touristic objectives, with the use of which hotels attract their visitors (Chiang, 2003). The use of the Internet expedites intercommunication between hotels and their website clients, as it provides an appropriate way for clients to gain a greater insight into the hotel’s services, thus enhancing reservations (Bonson & Flores, 2011; Hsu, 2012).

Among the predominant characteristics of the tourism sector is the essentiality to procure information to many individuals (Werthner & Klein, 1999), a need that interprets hotels’ expanded use of the Internet for communication objectives (Li & Wang, 2010; Xiang & Gretzel, 2010). Websites in the hospitality sector constitute a primary communication vehicle, incorporating internet usage and marketing theory into an integrated experience (Li & Wang, 2010), in order to offer useful data online clients along with the perseverance and management of their relation with the hotel (Lee & Morrison, 2010).