Demographic and motivation variables associated with Internet usage activities on hotel websites

dc.creatorChang, Yu-Tzu
dc.description.abstractWith increased globalization of world economies and noticeable advances in technology, there are numerous market opportunities for hospitality businesses. The Internet is one of the important advances in technology, which is changing the traditional market in the lodging industry. Since the Internet is being used more frequently to conduct business, it is important for hotel managers to understand their online customers. However, little is known about the relationship between online consumers' demographic variables, motivation variables, and Internet activities on hotel websites. This study partially replicated Teo's (2001) work by examining demographic (age and gender) and motivation variables (perceived ease of use, perceived usefulness, and perceived enjoyment) associated with hotel website usage (messaging, browsing, and purchasing activities). A total of 107 usable responses were obtained using a mailing survey. Results showed that males are more likely to engage in browsing and purchasing activities on hotel websites. Younger users engage in the three Internet activities on hotel websites to a greater extent than older users. Perceived usefulness is associated with the three activities, while perceived ease of use and perceived enjoyment are not significantly associated with the three activities on hotel websites. The results will serve as an exploratory study and facilitate a further understanding of factors associated with hotel website usage which will enable researchers, practitioners, and policy makers to better design appropriate strategies to promote Internet adoption and usage.
dc.publisherTexas Tech Universityen_US
dc.subjectHotels -- Marketing -- Evaluationen_US
dc.subjectHotels -- Customer services -- Surveysen_US
dc.subjectConsumer satisfaction -- Evaluationen_US
dc.subjectHotels -- Computer network resources -- Surveysen_US
dc.titleDemographic and motivation variables associated with Internet usage activities on hotel websites