A Study Of The Hotel Website Quality Based On The Theory Of TAM

With the coming of Internet era, it has being a trend that hotels are marketing their products by Internet. There are two Internet marketing ways for hotels to use: First, indirect selling by Online Travel Agent. Second, direct selling by hotel website. As we all know, indirect selling by OTA is popular within most of the hotels, but with the expandation of the OTA. more and more problems have been appearing, such as the higher agency commission, on the control of product price of hotels and so on. So the hotels are considering that they should increase the proportion of direct selling by hotel website.At the same time, the quality of the hotel website plays a crucial role in direct selling, so an appropriate evaluation model for hotel website is eagerly needed.The main aim of this paper is constructing an evaluation model for hotel website quality, then finding out which dimension is the most important, so hotel managers can do the direct selling more specifically.The first part of this paper includes why we choose this topic, what's the meaning, what's the research target, and the research flow chart. The second part is literature review, which includes four parts:the review of hotel website.TAM.website quality and the website consumers behavior.Based on the relevant literatures, Technology Acceptance Model, a preliminary construct model of website quality is proposed, which contains four dimensions:usefulness, ease of use, entertainment, interaction. Then research hypotheses are proposed, survey questionnaire is designed, the data is collected. The approaches of statistic analysis include descriptive statistic analysis, component analysis, independent sample T-test, ANOVA, correlation analysis and liner regression analysis.According to the data analysis results,we can come to the following evalution conclusions:First,the finally model of hotel website quality has five dimensions: fundamental support, entertainment, users'trust, information quality, service appeal. Second,users with different attributes (education, the time of Internet using)have different opinions on some dimensions of website quality. Third, a positive correlation exists between dimensions of website quality and purchase intention. between dimensions of website quality and purchase behavior, between purchase intention and purchase behavior. Among the dimensions of website quality. information quality and entertainment are the most important.Finally. based on the research conclusions, we provide the policy suggestions and the specific proposals on the five dimensions. The innovation of this paper is having constructed an evaluation model for hotel website quality.At the same time, some advices on future research are given to the following researchers.