Website Evaluation of International Tourist Hotels in Taiwan

The objective of this study is to analyze website contents of international tourist hotels, that is to say, to figure out what information websites offer to browsers and provide a better modification direction for hotel industry.

Abstract

The policy of allowing Chinese tourists to visit Taiwan is estimated to contribute twenty percent growth of occupancy rate. Therefore, hotel industry is the beneficiary in this hot wave. How to seize the opportunity and promote through the Internet becomes the most important issue of hotel industry in Taiwan. The objective of this study is to analyze website contents of international tourist hotels, that is to say, to figure out what information websites offer to browsers. The research objects are 63 hotel websites. The content analysis is used to analyze the website contents in terms of site design (interactivity, navigation, and functionality) and site marketing characteristics on the Internet. The findings provide a better modification direction for hotel industry, and hope their websites can achieve the maximum marketing effect.