A Research on website function of high-star hotel based on customers perspective: A case of Xiamen, China
- 管理学院－已发表论文 
Hotel websites have been more concerned about the structure and content of the website itself, ignoring the hotel websites' nature for customer service. Thus, this paper starts the basis of determining the function structures and evaluation index systems of hotel websites, focusing on discussing the hotel websites' nature for customer service. This paper found out the customer demand for the hotel websites functionality by the questionnaire survey, then, the hotel websites of 50 samples were visited to analyze the functions. SPSS was applied to the analysis of questionnaires. Study suggests that current high-star hotel website features in Xiamen City of China can not meet the needs of customers. The base layer functions could provide simple hotel information, but it overlooked the hotel customer's travel needs; main level functions could not meet the requirements that customers understand the features, early experience and information exchange; The core layer functions were not symmetrical with customer demand, and the information was not updated timely, as well as, customer relationship management was not perfect, so the core layer functions had not implemented functions of both the base layer and main layer with dynamic optimization. A limitation of this study is that the random sample may be not representative. If the hotel websites truly become an effective tool for hotel management and marketing, the needs of hotel customers should be fully considered.