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AN INTEGRATED APPROACH TO MEASURE WEB SITE EFFECTIVENESS IN THE EUROPEAN HOTEL INDUSTRY

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This study employs a novel method of Web content extraction and analysis to investigate the evolving competitive landscape in an important business-to-consumer (B2C) area: travel and tourism. Findings from a comprehensive Web mining endeavor and a supplier survey shed light on the effectiveness of tourism Web sites. Important dimensions of the automated measurement are ease of navigation, interactive elements such as reservation and booking features, volume of textual and graphical information, number of available languages, and the textual diversity of documents. Precise textual information and interactive features are crucial to the success of a hotel Web site, measured in terms of tourists' awareness, electronic inquiries, and online bookings. The article discusses differences between four European destinations and the implications of benchmarks for Web site management.
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Keywords: Content mining; Technology acceptance model; Web site evaluation

Document Type: Research Article

Affiliations: 1: *The University of Western Australia, Business School, 35 Stirling Highway, Crawley, WA 6009, Australia 2: †Vienna University of Economics and Business Administration, Institute for Tourism and Leisure Studies, Augasse 2-6, A-1090 Vienna, Austria 3: ‡University of Notre Dame Australia, School of Information Technology, 19 Mouat St, Fremantle, WA 6959, Australia

Publication date: January 1, 2003

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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