engleski

Cluster Analysis of Croatian Hotel Web Sites Quality Measured with Web Metrics

This paper examines the web site quality issues of the Croatian hotels. The opportunities from offering high quality web site services are examined as well as potential problems. Inevitable mechanism for controlling the quality of a web site is the use of specific analytic techniques and metrics. Wide range of web site metrics are discussed and finally a set of 44 attributes chosen for the evaluation of Croatian hotel’ s web site quality. The objective of the survey conducted on the 638 hotels was to identify different groups of hotel web sites in relation to their quality measured with specific web metrics. Key research question was: can hotel web sites be placed into meaningful groups by consideration of variation in web metrics and number of hotel stars? Apart from descriptive statistics tools, to confirm the reliability of chosen metrics a Cronbach's alpha test was conducted. Also, to answer the posed research question clustering analysis was conducted and the characteristics of the three clusters were considered. Cluster analysis emerged with conclusion that high quality hotels (4 and 5 stars) have the best designed web sites. Experiences and practices of the hotel in that sample are taken as the prime source of recommendation for improving web sites quality level.

Web metrics; Hotel Web sites; Evaluation Criteria; Cluster analysis; Measurement; Quality

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