Impacts of A Hotel Website Quality on Customers’ Satisfactions, Attitudes and Revisit Intentions

다국어 초록 (Multilingual Abstract)

The purposes of the study were to identify constructs of website quality and to examine which constructs of the perceived website quality were significant predictors of overall satisfaction with the hotel website, attitude toward the hotel website, intention to revisit the hotel website, overall satisfaction with the hotel, attitude toward the hotel, and intention to revisit the hotel. Our study finding supports prior research that website quality is multi-dimensional. Ease of use and information/content, visual appeal, responsiveness, and security/privacy of perceived website quality were found to be significant predictors of the overall satisfaction with the website, attitude toward the website and intention to revisit the website. Out of four factors, ease of use and information/content was the strongest predictor. A significant distinction of this study from prior research was that data were collected with those who actually stayed at a hotel after visiting the hotel’s website. Visual appeal was found to be the significant predictor of customer satisfaction with the hotel, attitude toward the hotel, and intention to revisit the hotel. It is assumed that customers’ satisfaction, attitude toward the hotel and revisit intention are influenced mainly by the customers’ onsite experiences of the hotel, instead of the experiences with the hotel website at the pre-trip stage. However, memories related to the visual appeal of the hotel website still influence customers’ perceptions about the hotel and judgments while staying at the hotel. Theoretical and managerial implications and study limitations were discussed based on the study findings.

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