CONCEPTUAL MARKETING FRAMEWORK FOR ONLINE HOTEL RESERVATION SYSTEM DESIGN
by Stanislav Ivanov, Ph. D.
International University College 3 Bulgaria Str., 9300 Dobrich, Bulgaria e-mail:
[email protected] e-mail:
[email protected] tel.: tel.: +359 58 55!"
Abstract:
#he $a$e% $%esents a theo%etical &%ame'o%k o& online hotel %ese%vation systems( )*S- esi/n. #he autho% int%ouces the value moel o& o& an *S as
I"tr!#ct$"
#he %ole o& in&o%mation systems an technolo/ies in tou%ist com$anies( mana/ement an aily o$e%ations has been 'iely ackno'le/e an assesse as $ositive )im et al , "445-, because establishin/ an online $%esence an ao$tin/ e2comme%ce business moels inc%eases com$any(s com$etitiveness, $%o&itability an e&&iciency )Poon, !993 Shelon, !996 *(7onno%, *(7onno%, !999 uhalis, !998, !999, "443 #eo an Pian, "443 onec an %ibel, "44 ;oh%ke et al., al., "44-. #he evelo$ment o& online %ese%vation systems &o% hotel accommoation, ai% tickets, %ent2a2ca% an othe% t%avel %elate se%vices has stimulate the /%o'th o& e2comme%ce an t%i//e%e a %easonable scienti&ic %esea%ch on the inte%%elationshi$s bet'een tou%ism inust%ies an in&o%mation technolo/y, an the im$acts o& e2comme%ce on tou%ism evelo$ment an com$anies( ma%ketin/ mi< st%ate/ies )e./. 7onnolly et al., al., !998 7onnolly, !999 Smith et al., al., "44! *(7onno% an =%e', "44" uhalis, "443 7a%%oll an
ma%ket $lace, an &le
n *S has a value &o% its o'ne% i& only it /ene%ates enou/h bookin/s. #he%e&o%e, the *S has to com$ete 'ith othe% systems &o% t%avelle%(s money 'hich %eAui%es that the system $ossesses a com$etitive avanta/e 0 e./. lo' $%ices, secu%e bookin/ $%ocess o% somethin/ else. o'eve%, %e/a%less o& its sou%ce, the !otential the !otential com$etitive com$etitive avanta/e can be t%ans&o%me into real avanta/e i& only the 'ebsite has $%o$e% esi/n that hel$s the 'ebsite /ene%ate %eal boo"ings, boo"ings, not ust visits. visits. In this %e/a%, the aim o& cu%%ent $a$e% is to evelo$ a conce$tual ma%ketin/ &%ame'o%k to'a%s *S esi/n that coul be use&ul &o% ma%ketin/ mana/e%s in com$anies o'nin/ an *S an &o% so&t'a%e evelo$e%s that $%e$a%e the so&t'a%e %unnin/ the system. #he technical as$ects o& *S esi/n a%e out o& the sco$e o& the $a$e%. #he $a$e% %a's on the tou%ism an t%avel 'ebsite esi/n $%inci$les ienti&ie in the lite%atu%e,
Fon/, "443 Scha%l, FGbe% an aue%, "443 ;anvo/t, "44 So an Ho%%ison, "44 ssa'y, "445 ?eon/ et al., al., "445 ;a' an su, "44 Ja&i%o$oulos an E%ana, "44 Schmit, 7antallo$s, an os Santos, "446-. ;anvo/t )"44- evaluates seve%al online bookin/ en/ines ove% "3 i&&e%ent c%ite%ia, like ove%all use% &%ienliness, $ayment metho, instant con&i%mation, %eliability, an invoicin/ &unction amon/ othe%s. #hese c%ite%ia $%esent some o& system(s &unctions an esi/n $%inci$les iscusse &u%the% in cu%%ent $a$e%. In thei% stuy ?eon/ et al. )"445al. )"445- &in that only t'o cha%acte%istics o& hotel 'ebsites )in&o%mation com$leteness an ease o& use- a%e im$o%tant ete%minants o& $e%ceive 'ebsite Auality. #hese %esults a%e be'ile%in/ as most stuies ienti&y mo%e imensions o& $e%ceive se%vice Auality to be si/ni&icant &o% 'ebsite use%s. ;a' an su )"44-, &o% e
$e%ceive satis&action, $u%chase intention, an $otential %elationshi$ %elationshi$ builin/ 0 eutho%s ienti&y $e%sonal, system an meia &acto%s that cont%ibute to hotel 'ebsite ao$tion. In the system &acto%s /%ou$, that is mo%e cont%ollable by the hotel mana/ement com$a%e to $e%sonal an meia &acto%s, they ienti&y the $e%ceive utility o& the $%ouct, s$ee o& the system, intelli/ence, layout, se%vices, lan/ua/es, navi/ation, inte%activity, %eliability o& the system. esea%ch has also sho'n that t%ust is an im$o%tant imension o& 'ebsite evelo$ment )=am, =oscht an 7ollins, "44 7hen, "44 Fu an 7han/, "44-. I& consume%s o not t%ust the 'ebsite they 'ill not visit it, o% 'ill not
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#%ust is vital &o% the usa/e o& the system.
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Febsite esi/n can si/ni&icantly in&luence the online e<$e%ience o& the use%s an thei% $u%chase intentions.
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Febsite esi/n itsel& oes not /ua%antee /ua%antee online $u%chases but it is the $e%ceive utility o& the $%ouct that att%acts custome%s. custome%s.
Mar&et$"' (ra)ewr& (r OHRS !es$'"
#he /oal o& the *S is to &acilitate the ist%ibution o& the hotel $%ouct. It is $a%t o& the ist%ibution mi< o& iniviual hotels, hotel chains an tou% o$e%ato%s that sell hotel accommoation to i%ect custome%s )"7 systems- o% othe% inte%meia%ies )" systems-. =o% its o#ner the the *S is an asset use use to /ene%ate $%o&its. #he%e&o%e, the *S has value &o% its o'ne% i& only it cont%ibutes to o'ne%(s bottom line. ut ho' oes the *S esi/n in&luence the $%o&it o& the o'ne%K =i/u%e ! $%esents the value moel o& the *S.
#he ma%ketin/ moel o& the system is Mt%anslateN into technical moel by the t%ansition mechanism o& t'o elements elements o& the $%o$ose value moel 0 the esi/n $%inci$les an the ma%ketin/ ecisions to be takes by mana/e%s u%in/ the esi/n $%ocess. #he esign !rinci!les e&ine !rinci!les e&ine the /ene%al %ules in the *S esi/n that hel$ the system achieve hi/he% use% an buyer %ates. %ates. #he mar"eting ecisions ete%mine ecisions ete%mine the s$eci&ic technical cha%acte%istics an &eatu%es o& the system 0 e./. 'hethe% only tou% o$e%ato%s can access the *S, only i%ect custome%s o% both 'hat the $%ice &o%mat 'ill be )i.e. commissionable o% net %ates-, etc. &&ective ma%ketin/ an technical moels o& the system cont%ibute to system(s com!etitiveness com$a%e com!etitiveness com$a%e to othe% systems available to use%s. i/he% com$etitiveness leas to hi/he% usage levels usage levels )mo%e bookin/s an %evenues- an, the%e&o%e, hi/he% value o& value o& the system &o% its o'ne%. >n *S is success&ul i& it /ene%ates $%o&its &o% its o'ne%, i.e. it is consie%e an asset. *the%'ise, the
t%avel an bookin/ %elate ocuments, hanlin/ o& $ayments. ve%y &unction is a set o& activities 'hich the use%s can $e%&o%m in the%e $%o&iles an is visuali1e as s$eci&ic &eatu%esCo$tions in the $a%ticula% use%(s inte%&ace. In mo%e etails, the i&&e%ences in access %i/hts o& inte%nal an e se$a%ate e$a%tment takes ca%e &o% the atabase mana/ement 0
e
the bookin/ Aue%ies o& its use%s, to o&&e% $%ices lo'e% than com$etito%s &o% the same o% simila% hotels. #he system shoul /ene%ate t%ust by $%oviin/ %eliable so&t'a%e )'hich oes not han/ u$ an no bookin/ mistakes a%e mae by the so&t'a%e-, 'ebsite navi/ation that &ollo's the natu%al ste$s in the hotel bookin/ $%ocess, su&&icient, u$2to2ate an unbiase in&o%mation &o% the hotels )esc%i$tion an $hotos-, etc. o'eve%, 'ebsite esi/n is not enou/h to $%ovie t%ust an to /ene%ate sales. Onautho%ise use o& $e%sonal an sales ata, an b%each o& $%ivacy )'hen, 'he%e an 'ith 'hom a $e%son t%avels, a/ent use, hotel booke, $%ice $ai- mi/ht a&&ect ne/atively online bookin/s in the system, althou/h %o'n, Huchi%a an Bottlieb )"446- o not &in evience that $%ivacy conce%ns a&&ect online $u%chase behavio% 'ithin the t%avel inust%y. #he &ive imensions at the secona%y level a%e inte%%elate. ese%vation systems 'ith only &e' hotels can be com$etitive i& they o&&e% e
make chan/es in $%ices an %oom invento%y 'ithout the nee to contact the system(s o'ne%. >lso, 'hen mo%e a/ents use the system, the mo%e bookin/s it 'ill /ene%ate. #ou% o$e%ato%s an hotel chains 'ho maintain *Ss continuously a ne' &eatu%es in them 0 bookin/ aitional t%avel %elate se%vices, online $ayments, t%avel /uies, 'eathe% &o%ecasts, etc., an o&&e% access to thei% su$$lie%s, as 'ell as to i%ect custome%s an t%avel a/ents. >ll these u$/%aes c%eate a value ae &o% the use%s o& the systems an inc%ease the com$etitiveness o& both the use%s an the o'ne%s o& the systems. #%ust is an essential &eatu%e in the moel because it ete%mines 'hethe% i%ect custome%s an a/ents 'ill use the *S at all C&o% &u%the% iscussion on t%ust in e2 comme%ce an 'ebsites see o&&man, ovak an Pe%alta )!998-, ?a%ven$aa, #%ackinsky an Eitale )"444-, O%ban, Sultan an ualls )"444-, =am et al. )"44-, 7hen )"44-, Fu an 7han/ )"44-C. #he ma%ketin/ moel &%om =i/u%e " can be use to analyse eve%y *S,
o& in&o%mation, ban'ith an inte%action, sim$licity an consistency, esi/n inte/%ity an stability, &eeback an ialo/ $%ovie by the system(s esi/n )inte%activity-. >n em$i%ical su%vey une%taken by Oo an Ha%Auis )"444sho's that an e&&ective 'ebsite esi/n must have sho%t o'nloa time, easy navi/ation, use /%a$hics that o not take too lon/ to loa, use animations that a%e not ist%actin/, must be hi/hly inte%active an ca%e&ul 'ith the use o& &%ames, choice o& /%amma% an colou% combination an sho's hi/h e/%ee o& cohesion an consistency th%ou/hout the $a/es. >nothe% stuy by ;im )"44"%eveals the esi/ne% has to &ollo' a seAuential $%o/%ession, mimic %eal2li&e sc%i$ts, $%ovie visual inicato%s, $lace &unctionality above aesthetics an avoi conitionin/ automatic actions in o%e% to enhance the usability o& online sto%e inte%&aces. 7onsie%in/ the above mentione /ene%al 'ebsite esi/n $%inci$les an the 'ebsite imensions an att%ibutes ienti&ie as im$o%tant to use%s in the
$otential clients 'ill make ecisions on the Auality o& the accommoation se%vice base on elements like esc%i$tions an $ictu%es o& hotel &acilities, the cate/o%y o& the the $%o$e%ty, location ma$s, custome% %evie's, etc. In this %e/a%, the in&o%mation $%ovie in the system must be su&&icient &o% the a/ents( an clients( $%o$e% choice. #his $%inci$le is i%ectly connecte to the atabase mana/ement &unction in *Ss. #he mo%e etaile the esc%i$tion o& the $%o$e%ty an mo%e the $ictu%es, the mo%e in&o%me the a/ents(Cclients( choice o& hotel accommoation. ?eon/ et al. )"445al. )"445- &in that %ichness o& in&o%mation an the ease o& use a%e the most im$o%tant ete%minants o& $e%ceive 'ebsite Auality, 'hich, in in tu%n, in&luences custome%s( e<$ectations o& the Auality, value, an att%activeness o& the lo/in/ $%o$e%ty &eatu%e on the 'ebsite. In%ormation trans!arency. trans!arency. Des$ite su&&icient, the in&o%mation must
means that the eitionally, some Blobal Dist%ibution Systems )e./. R!- allo' the customisation o& use%(s inte%&ace itsel& 0 the use% can choose the &unctions an the in$ut sea%ch c%ite%ia sections heCshe can see in the inte%&ace. =u%the%mo%e, othe% *Ss )e./. R!8- o&&e% the o$tion to $%int a vouche% 'ith a/ent(s name, lo/o an contact etails to be $%esente by the client at check2in, 'hich &acilitates &acilitates the aily o$e%ations o& t%avel a/ents an c%eates value &o% them )hence, hanlin/ o& ocuments is inclue in the *S(s ma%ketin/ moel as a mao% &unction-. −
$ase o% u!ating . 7lients an a/ents 'ill make bookin/s in the *S i& the in&o%mation in it )%ates, invento%y, bookin/ %ema%ks, hotel esc%i$tions an $ictu%es, etc.- is u$2to2ate. ecause atabase
into one /lobal su$e%ma%ket o& $%oucts an se%vices. #his 'ill be %eali1e th%ou/h evelo$ment o& a commonly acce$te communications $%ocess usin/ UH;.N )htt!:&&###.o!entravel.org&about.c%m htt!:&&###.o!entravel.org&about.c%m-. -. −
Interactivity. Interactivity. Inte%activity is a multiimensional const%uct. Do'nes an HcHillan )"444- ienti&y the &ollo'in/ imensions i mensions that c%eate the inte%activity conce$t in com$ute%2meiate communications 0 i%ection o& communication, time &le
#'o2'ay communication enables all $a%tici$ants to actively communicate.
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#imin/ o& communication is &le
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#he system has &eatu%es &o% custome% su$$o%t se%vice by the sales &o%ce an the I# e$a%tment o& the system(s o'ne%, so that the use% coul &eel su$$o%t 'hen usin/ the system.
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#he system is$lays customise in&o%mation &o% the use%s 0 it is achieve by the autho%ise access to the system allo'in/ use%s to see only thei% bookin/s, by cookies 'hich %emembe% the $%evious sea%ch %esults &%om the com$ute% 'ith a $a%ticula% IP a%ess, o% by manual customisation o& the inte%&ace by the use%.
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#he in&o%mation $%ovie about the $%o$e%ties is not biase an esc%i$tions &ollo' stana% &o%mat, e./. bullete lists about hotel &acilities an %oom amenities. a menities.
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#he use% has mo%e cont%ol on the in&o%mation $%ovie by the system 0 it is achieve by the multi$le sea%ch o$tions &o% hotel accommoation )e./. by name, sta% cate/o%y, location, s$eci&ic
Business-to-business )B*B+ or business-to-consumer )B*C+ reservation system =o% us this is the main $%oblem as its solution $%eete%mines the othe% ma%ketin/ ecisions in the *S esi/n $%ocess. Fhen an *S is a/ents o%iente, i.e. " ty$e systems like R", R8,R!4, R!", R!, R"!, it shoul be 'ith limite access by e&ault, so that each a/ent has its o'n use%name an $ass'o% to access the system an kee$ t%ack o& its o'n bookin/s )the customisation o& %ese%vations, iscusse in $%evious section-. Fo%kin/ 'ith a/ents &acilitates the ma%ketin/ e&&o%ts o& the tou% o$e%ato% C hotel chain in sales $%omotions, because the use%s o& the system a%e ienti&iable subects. >s a %esult o& the smalle% numbe% o& use%s, $ayments a%e also easie% 0 once a month o% anothe% time basis. It is $ossible that the o'ne% o& the system /ives a c%eit limit to each use%, 'hich the latte% can use to issue vouche%s &o% al%eay con&i%me but not yet $ai to the tou% o$e%ato% C hotel chain bookin/s. *n the othe% han, 'o%kin/ 'ith a/ents means that the tou% o$e%ato% C hotel chain oes not have a
ve%i&ication %easons, instea o& an access coe the bookin/ etails can be accesse 'ith %e&e%ence numbe% an a vali e2mail a%ess )s$eci&ie u%in/ the bookin/ $%ocess-. In "7 systems, the sales $%omotion is a much ha%e% task, because theo%etically use%s a%e all $eo$le 'ho have access to inte%net. #he lo'e% numbe% o& milemen bet'een the su$$lie% an the en consume% c%eates conitions &o% $%ice %euctions. o'eve%, this situation is %a%ely obse%ve in $%actice, because many "7 systems )e./. R3, R!6- su$$o%t also a %est%icte section &o% t%avel a/ents in 'hich $%ices &o% hotel accommoation a%e lo'e% than the $%ices &o% i%ect custome%s. Instea o& ec%easin/ the %ates &o% the en consume%s, the i&&e%ence bet'een the $%ice &o% clients an &o% a/ents c%eates aitional $%o&it &o% the tou% o$e%ato% C the hotel chain. #hat(s 'hy, most o& the " systems a%e t%ans&o%me into hyb%i systems o% establish ne' en custome% o%iente systems )e./. 7enant 7o%$o%ation su$$o%ts the " system R" an the "7 system
can see also commissionable %ates. #he $%ice com$a%ison amon/ systems is i&&icult, because the a/ent must calculate the amount ue &o% eve%y bookin/ se$a%ately by euctin/ the commission. *n the othe% han, the tou% o$e%ato%s C hotel chains can even easie% $%ice isc%iminate the use%s o& the system, because es$ite i&&e%ent %ates tou% o$e%ato%s C hotel chains can a$$ly i&&e%ent commissions &o% a/ents e$enin/ on thei% sales tu%nove%. Ho%eove%, the commissionable %ates e<$an the sco$e o& the use%s o& the system, because not only tou% o$e%ato%s but also t%avel a/ents coul use it. >nothe% avanta/e is the $ossibility to &i< $%ices &o% the en consume% an to $%ice isc%iminate isc%iminate the a/ents th%ou/h i&&e%ent commissions.
oom inventory&vailability o% rooms #he mao%ity o& *Ss 'o%k on %eAuest basis. #he use% makes an online %eAuest on 'hich the em$loyees o& the tou% o$e%ato% C hotel chain 'o%k, an
#he avanta/e o& the &%ee sale &o% the tou% o$e%ato% is that it oes not %eAui%e minimum sales an the tou% o$e%ato% sho's availability in the system 'ithout consie%able &inancial commitments. #he &inancial en/a/ement 'ith the hotelie% is lo'e% because the tou% o$e%ato% oes not $%e$ay any %ooms. #he isavanta/e &o% the tou% o$e%ato% is that he can con&i%m %ooms 'hich a%e not available as a %esult o& the &ollo'in/ %easons: −
#he%e is a time /a$ bet'een the moment o& e$letion o& available %ooms in the hotel, the moment 'hen the tou% o$e%ato% is in&o%me an the moment o& closin/ &o% sale the ates in Auestion in the system o& the tou% o$e%ato%. Fithin these &e' hou%s the%e is a $ossibility that a clientCa/ent makes a bookin/ in the tou% o$e%ato%(s *S sho'in/ availability 'hich the tou% o$e%ato% con&i%ms. >&te% in&o%min/ the hotel, the tou% o$e%ato% iscove%s the $%oblem an has to %eect the bookin/ o% o&&e% an alte%native 'hich clients 'ill 'ill $%obably not acce$t
>nothe% isavanta/e &o% the tou% o$e%ato% is that he cannot /ua%antee &%ee %ooms in $e%ios o& hi/h eman 0 e' Vea%, 7h%istmas, aste%, &ai%s, con/%esses, Fo%l cham$ionshi$s an othe% s$ecial events. #he avanta/e &o% the hotelie% is that the &%ee sale $%events the ove%e$enence on one o% &e' tou% o$e%ato%s because he can sell the same %ooms th%ou/h la%/e numbe% o& inte%meia%ies 'ithout limitin/ his o'n $ossibilities to sell %ooms to i%ect i%ect custome%s. Fith the allotment the the hotelie% /ives the tou% o$e%ato% an e
hotelie% 0 he %eceives &inancial %esou%ces in avance 'hich can be investe in moe%ni1in/ the accommoation establishment. #he isavanta/e &o% the hotelie% is his hi/he% e$enence on tou% o$e%ato%s( sales 0 he cannot sell the %ooms &%om the allotment. In this %e/a%, only $a%t o& hotel(s ca$acity is %ese%ve &o% tou% o$e%ato%s( allotments, an the %est is &o% &%ee sale. In the integrate )bac"-to-bac"+ *Ss one )secona%y o% built2onsystem is inte/%ate 'ith anothe% )basic o% $%ima%y- system )=i/u%e 3-. LLLLLLLLLLLLLLL Inse%t =i/u%e 3. he%e LLLLLLLLLLLLLLL #he secona%y system is also kno'n as a Mmeta siteN )see 7h%istoouliou, %e'e% an 7ount%yman, "446-. It sho's availability an %ates 'ith aitional ma%k2u$ &%om the basic system. Hany nuances e
an this %esults in an automatic $ayment &%om the o'ne% o& the secona%y system to the o'ne% o& the $%ima%y system-. =%om a technical $oint o& vie' the esi/n o& a &ully inte/%ate secona%y system is labou%2consumin/ but once c%eate it has the avanta/e o& easy maintenance an u$atin/, because all chan/es in %ates, availability, name chan/es o& hotels, esc%i$tions, %ema%ks, hanlin/ o& bookin/s etc., is one by the tou% o$e%ato% 'ho o'ns the basic system. > isavanta/e is that all mistakes in these elements in the basic system 'ill be %e&lecte in the secona%y system. #he%e&o%e, the value o& the secona%y system e$ens on the value o& the $%ima%y system.
Boo"ing aitional services&Dynamic !ac"aging =%om a technical $oint o& vie' bookin/ a &li/ht, %ent2a2ca%, si/htseein/ tou%, $acka/e tou%, o% t%ans&e% is not somethin/ i&&e%ent to hotel bookin/s. #he
a%e the same o% even hi/he% than the %ack %ates o& same se%vices 'hen bou/ht on s$ot &%om the su$$lie%s, 'hich hine%s the online sales. #he %eason is that most o& the se%vices a%e lo' $%ice an the commissionsC ma%k2u$s o not /ene%ate enou/h net income &o% the tou% o$e%ato% to cove% the bookin/ costs. o'eve%, tou% o$e%ato%s o&&e% thei% clients the $ossibility to $%ea%%an/e local t%ans&e%s an si/htseein/ tou%s, 'hich %euces the $e%ceive %isk o& the 'hole t%i$ an o&&sets the sometimes hi/he% than %ack %ates cha%/e by the tou% o$e%ato%s.
Boo"ing limitations Osually the ma
o$e%ato%s an not as t%avel a/ents-. In o%e% to avoi mistakes, some systems )e./. R", R8- $%ovie the &unction Mhanlin/ o& ocumentsN, 'hich allo's inte%nal an en elect%onic invoice anCo% c%eit ca% autho%i1ation &o%m mi/ht also be issue an $%inte &%om the system. Issuin/ t%avel an bookin/ %elate ocuments is not a s$eci&ic cha%acte%istic o& *Ss. Systems may o&&e% o% not this o$tion but oin/ so they &ollo' the $%inci$le o& ease o& use an inte/%ity o& *Ss esi/n, &acilitate the bookin/ $%ocess an achieve com$etitive avanta/e.
/nline !ayments *nline $ayments a%e anothe% non2s$eci&ic cha%acte%istic o& *Ss. #he $ossibility &o% an online $ayment is a &unction that that c%eates value ae &o% the use% an &acilitates the $%ocess o& $ayments hanlin/ an accountin/. In this
mo%e etaile the in&o%mation that the system $%ovies, the mo%e in&o%me the ma%ket ecisions o& its o'ne%. Some o& the statistics etaile by a/ent, custom2 e%, su$$lie% an estination that the system coul $%ouce &o% its o'ne% mi/ht be: •
numbe% o& visits $e% month
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numbe% o& bookin/s
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moneta%y value o& booke %ooms
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ave%a/e %ate $e% booke %oom
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st%uctu%e o& bookin/s by a/ents, su$$lie%s, an estinations
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sta% cate/o%y o& booke $%o$e%ties
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bookin/ lea time )numbe% o& ays bet'een bookin/ ate an check2 in ate-
•
c%eit limit outstanin/
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itional %eatures >in/ online ma$s, b%ochu%es, t%avel /uies, 'eathe% &o%ecasts, t%avel ti$s, use&ul links, sea%ch en/ines an othe% aitional &eatu%es to the system &acilitates the 'o%k o& the t%avel a/ent an the choice o& a estination an a hotel by the client )e./. R3, R!5- an, the%e&o%e, c%eates ae value &o% the
#able " summa%ise the iscussion above &%om the vie' $oint o& the consume% an his buye% behaviou%. #he sta/es in the consume% buye% behaviou% an the co%%es$onin/ $hases an sta/es in the bookin/ $%ocess a%e matche 'ith the system(s imensions, esi/n $%inci$les an main ma%ketin/ ecisions. LLLLLLLLLLLLLLL Inse%t #able ". he%e LLLLLLLLLLLLLLL #he %eco/nition o& the t%avel nee is beyon the cont%ol o& the *S, because use%s visit such systems 'hen they al%eay have %eco/nise the nee. o'eve%, the system(s esi/n has /%eat im$act on the othe% sta/es in the consume% behaviou% 0 in&o%mation sea%ch, evaluation o& alte%natives, $u%chase an $ost2$u%chase behaviou%: In%ormation search 0 search 0 %elates to the $%ovision o& in&o%mation acco%in/
to the t%avel nees o& the use%. #his co%%es$ons to the in$uttin/ in the
also be able to /athe% ma%ket intelli/ence in&o%mation about the sea%ches o& s$eci&ic use%s. $valuation o% alternatives 0 alternatives 0 %elates to the com$a%ison o& i&&e%ent
accommoation o$tions available to the use% acco%in/ to the s$eci&ie sea%ch c%ite%ia. In aition to the Auality o& in&o%mation an sco$e o& o&&e%e $%o$e%ties, t'o othe% system(s imensions a%e c%ucial 0 $%ice com$etitiveness an t%ust. #he esi/n $%inci$les %e&e% to the in&o%mation su&&iciency an t%ans$a%ency because they i%ectly co%%es$on to the $sycholo/ical $%ocessin/ o& in&o%mation by the use% 'hen evaluatin/ alte%native accommoation o$tions. 'urchase 0 'urchase 0 %e&e%s to the selection an check out $hases in the bookin/
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3. ainb%i/e, >. )"443b- otel )"443b- otel search esign an usability re!ort . #%avel
O7D. O;: htt$:CC'''.tou%cms.comCcom$anyC%esea%chC$&Chotel_sea%ch_ma%ch"443.$ & )"3.4"."449. onec, S., J. %ibel )"44- In&o%mation an communication technolo/y in
tou%ism. In Intellectual 7a$ital an no'le/e Hana/ement. 'roceeings Hana/ement. 'roceeings o% the 4th International Con%erence o% the 5aculty o% 2anagement 6o!er , Onive%sity o& P%imo%ska, !80"4 ovembe% "44, Po%to%o1, Slovenia, $$. 525, O;: htt$:CC'''".&m2 htt$:CC'''".&m2 k$.siC1alo1baCISC9!2826!23C525.$& )>ccesse 46.!!."4485. %o'n, H. ., . Huchi%a an O. Bottlieb )"446- P%ivacy conce%ns an the
$u%chasin/ o& t%avel se%vices online. In%ormation online. In%ormation 7echnology an 7ourism, 7ourism, 9)!-, $$. !52"5 . uhalis, D. )!998- St%ate/ic use o& in&o%mation technolo/ies in the tou%ism
!". 7h%i 7h%ist sto oou ouli lio ou, u,
., P. %e'e %e'e%, %, 7. 7. 7oun 7ount% t%ym yman an )"44 )"446 6- #%av #%avel el
inte inte%m %mei eia%i a%ies es an an meta meta site sites: s: > com$ com$a%i a%iso son n o& custo custome me%% $e%c $e%ce$ e$ti tion on.. 8ournal o% In%ormation 7echnology 7ourism, 7ourism, 9)3C-, ""62"3 7onnol olly ly,, D. ?., ?., H. D. *lse *lsen, n, . B. Hoo% Hoo%ee )!99 )!9988- #he #he Inte Inte%n %net et as s !3. 7onn ist ist%i %ibu buti tion on chan channe nel. l. 7he Cornel Cornelll otel otel an estau estauran rantt mini ministr strati ation on uarterly 39)-, uarterly 39)-, $$. "25 !.7onnolly, D. ?. )!999- One%stanin/ in&o%mation technolo/y investment ecision2makin/ in the conte
lacksbu%/,
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htt$:CCschola%.lib.vt.euCthesesCavailableCet2!!34992"4485Cun%est%icteCcon nolly!999.$& )>ccesse !.!"."445!5. Do'nes, . ?., S. ?. HcHillan )"444- De&inin/ inte%activity. > Aualitative
ienti&ication o& key imensions. e# imensions. e# 2eia an Society ")"-, Society ")"-, $$. !562!69
"!. o&&man, D. ;., #. P. ovak, H. Pe%alta )!998- uilin/ consume% t%ust in
online envi%onments: #he case o& in&o%mation $%ivacy )P%oect "444-. /#en 1rauate School o% 2anagement, ccesse ".!4."445"". Ivanov, S )"44"- *nline hotel %ese%vation systems. 'roceeings systems. 'roceeings o% =7ourism
in *> st Century? Con%erence, Con%erence, So&ia Onive%sity, "9th ovembe% "44", So&ia, ul/a%ia, $$. "82"5 )in ul/a%ian"3. Ivanov, S. )"445- Ha%ketin/ ecisions in online hotel %ese%vation system
esi/n. 'roceeings esi/n. 'roceeings o% =7ourism science an challenges o% *> st century? con%erence, con%erence, Onive%sity o& conomics 0 Ea%na, 32th ovembe% "445, Ea%na, ul/a%ia, $$. "62"5" )in ul/a%ian-
htt$:CC'''.vms.vu'.ac.n1Cvu'C&caCvmsC&ilesCaa".$& htt$:CC'''.vms.vu'.ac.n1Cvu'C&caCvmsC&ilesCaa".$& )>ccesse "! " !st ?uly "44"9. ;a', ., ?. Fon/ )"443- Success&ul &acto%s &o% a t%avel 'eb site: Pe%ce$tions
o& onli online ne $u%c $u%cha hase se%s %s in on/ on/ on/ on/.. 8ournal o% os!itality an 7ourism esearch "6)!-, esearch "6)!-, $$. !!82!". 34. ;a', ., . ;eun/ )"445- *nline ai%&a%e %ese%vation se%vices: > stuy o&
>sian2base an o%th >me%ican2base t%avel 'ebsites. In%ormation 'ebsites. In%ormation 7echnology an 7ourism 5)!-, 7ourism 5)!-, $$. "5233 3!. ;a', ., 7. . 7. su )"44- Im$o%tance o& hotel 'ebsite imensions an
att%ibutes: $e%ce$tions o& online b%o'se%s an online $u%chase%s. 8ournal $u%chase%s. 8ournal o% os!itality an 7ourism esearch 34)3-, esearch 34)3-, $$. "9523!" 3". ;im, S. )"44"- #he sel&2con&%ontation inte%vie': #o'a%s an enhance
une%stanin/ o& human &acto%s in 'eb2base inte%action &o% im$%ove 'ebsite usability. 8ournal usability. 8ournal o% $lectronic Commerce esearch 3)3-, esearch 3)3-, $$.
38. *(7onno%, P. )!999- $lectronic )!999- $lectronic in%ormation istribution in tourism tourism an
hos!itality. *<&o%: 7> Inte%national. 39. *(7onno%, P. )"443a- ookin/ a hotel %oom online: i$ o&& o% /%eat ealK
'roceeings o% the >*th International eisure an 7ourism Sym!osium S>D, =i%a e a%celona, 4324 >$%il "443, O;: htt$:CC'''.esae.esCceit"443C$&sCoconno%$ete%.$& )>ccesse "8.46."44*(7onno no%, %, P. )"44 )"443b 3b-. -. *n2l *n2lin inee $%ic $%icin in/: /: >n anal analysi ysiss o& hote hotel2 l2co com$ m$an any y 4. *(7on $%actices. 7he Cornell otel an estaurant ministration uarterly )!-, uarterly )!-, $$. 8829. !. *(7onno%, P. )"44- FhoYs 'atchin/ youK Data collection by hotel chain
'ebsites. In%ormation 'ebsites. In%ormation 7echnology in os!itality, os!itality, )"C3-, $$. 3264 ". *(7onno%, P. )"448- Ose%2/ene%ate content an t%avel: > case stuy on
#%i$aviso%.com. In *(7onno%, P., F. G$ken an O. B%et1el )es. In%ormation an Communication 7echnologies in 7ourism *00
8. Sche//, ., #. Steine%, S. =%ey, ?. Hu%$hy )"44"- enchma%ks o& 'ebsite
esi/n an ma%ketin/ by S'iss hotels. In%ormation hotels. In%ormation 7echnology an 7ourism 5)"-, $$. 63289 9. Schmit, S., >. S. 7antallo$s, an 7. P. os Santos )"446- #he
cha%acte%istics o& hotel 'ebsites an thei% im$lications &o% 'ebsite e&&ectiveness. International e&&ectiveness. International 8ournal o% os!itality 2anagement 2anagement , "6)-, $$. 5425! 54. Shelon, P. )!996- In%ormation )!996- In%ormation 7echnologies %or 7ourism. 7ourism. *<&o%: 7>
Inte%national. 5!. Smith, H., ?. ailey, . %ynol&sson )"444- Unerstaning igital mar"ets:
evie# an assessment . 7amb%i/e: HI# P%ess 5". So, Siu2Ian, >. H. Ho%%ison )"44- Inte%net ma%ketin/ in tou%ism in >sia:
>n eval evalua uati tion on o& the the $e%& $e%&o% o%ma manc ncee o& ast ast >sia >sian n ati ation onal al #ou% #ou%is ism m *%/ani1ation 'ebsites. 8ournal 'ebsites. 8ournal o% os!itality an eisure 2ar"eting !!)-, !!)-,
58. O%ban, B., =. Sultan, F. ?. ualls )"444- Placin/ t%ust at the cente% o& you%
Inte%net st%ate/y. Sloan 2anagement evie# ")!-, evie# ")!-, $$. 3928 59. Fu, ?2?., V2S. 7han/ )"44- &&ects o& t%ansaction t%ust on e2comme%ce
%elationshi$s bet'een t%avel a/encies. 7ourism 2anagement "6)-, "6)-, $$. !"532!"! 4.Ja&i%o$oulos, 7., E. E%ana )"44- > &%ame'o%k &o% the evaluation o& hotel 'ebsites: #he case o& B%eece. ?ou%nal o& In&o%mation #echnolo/y Z #ou%ism, 8)3C-, $$. "392"5
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Tab*e ./ Access r$',ts ( OHRS #sers F#"ct$"a* e*e)e"ts a"! act$%$t$es
Access r$',ts ( #sers S#++*$ S#+ +*$er erss I"ter I"ter"a* "a* #sers #sers A'e"t A'e"tss C*$e"t C*$e"tss
Database mana/ement hotel escri!tions an !ictures allotment control vie#ing !ast reservations eiting contact etails o% users !rices control eiting remar"s an s!ecials conitions on boo"ings anlin/ o& active bookin/s in!utting boo"ing reuests amenments amenments o% active boo"ing reuests sening reuests reuests to su!!liers changing status o% boo"ings in!utting boo"ing reuests reuests %or alternative hotels )i% the originally reuire is not available+ anlin/ o& ocuments invoicing issuing vouchers issuing customer contracts anlin/ o& $ayments hanling creit car authori(ation
+ + + + + +
+ + + + + +
+
+ + + +
+
+
+ + +
+ + +
+ + +
+
+
+
+ +
+ +
+ +
+ +
+
Tab*e 0/ Mar&et$"' +ers+ect$%e $" OHRS !es$'" Sta'es $" c"s#)er b#yer be,a%$#r
P,ases a"! sta'es $" t,e OHRS1s !$) ee" "s$"s b&$"' +rcess.
Mar&et$"' +r$"c$+*es (r OHRS !es$'"
Mar&et$"' !ec$s$"s (r ORHS !es$'"
ee recognition In%ormation search
2 Phase ! 0 Search an evaluation In$ut stay %eAui%ements •
2
2
2 • • • •
•
Ose%s 'ith access %i/hts =unctions uality o& in&o%mation uality o& so&t'a%e an 'ebsite esi/n Sco$e o& o&&e%e $%o$e%ties
• • • • • •
ase o& use In&o%mation su&&iciency In&o%mation t%ans$a%ency 7ustomisation ase o& u$atin/ 7om$atibility
• •
• • • • •
$valuation o% alternatives
'urchase
Phase ! 0 Search an evaluation 7om$a%e an evaluate • %esults Decie • Phase " 0 Selection Select hotel, %oom an • %ate Select aitional %ooms • an %ates
• • • •
uality o& in&o%mation Sco$e o& o&&e%e $%o$e%ties P%ice com$etitiveness #%ust
• •
In&o%mation su&&iciency In&o%mation t%ans$a%ency
•
• • •
• • •
•
Ose%s 'ith access %i/hts =unctions uality o& so&t'a%e an 'ebsite esi/n #%ust
• • • • •
ase o& use In&o%mation su&&iciency In&o%mation t%ans$a%ency 7ustomisation 7om$atibility
• •
• • •
Phase 3 0 Chec"out In$ut /uest etails • In$ut $ayment etails • 7on&i%m %ese%vation • 'ost-!urchase behaviour 2
•
• • • • •
!
>s e&ine by ainb%i/e )"443a-
=unctions uality o& in&o%mation uality o& so&t'a%e an 'ebsite esi/n
• • • •
ase o& use In&o%mation su&&iciency In&o%mation t%ans$a%ency Inte%activity
• •
" C "7 system et o% commissionable %ates oom invento%y >itional se%vices ookin/ limitations Ha%ket intelli/ence >itional &eatu%es et o% commissionable %ates oom invento%y >itional se%vices ookin/ limitations " C "7 system et o% commissionable %ates oom invento%y >itional se%vices ookin/ limitations Issuin/ t%avel an bookin/ %elate ocuments *nline $ayments Ha%ket intelli/ence Ha%ket intelli/ence 7ustome% &eeback ca$abilities
#he system as an asset
System(s value &o% its o'ne%
ookin/s, %evenues
System(s usa/e
*the% *Ss
System(s com$etitiveness
Ha%ketin/ moel o& the system P%ima%y level
Secona%y level
2ar"eting !ers!ective !ers!ective o% an /S
Ha%ketin/ ecisions
#echnical moel o& the system
Desi/n $%inci$les
=eatu%es
7echnical !ers!ective o% an /S
F$'#re ./ C"ce+t#a* %a*#e )!e* ( a" "*$"e ,te* reser%at$" syste)
2#a*$ty ( s(tware a"! webs$te !es$'" " $ t a ) r ( " $ ( y t $ * a # 2
s " $ t c " # F
Database mana/ement anlin/ o& active bookin/s anlin/ o& ocuments anlin/ o& $ayments
Su$$lie%s( inte%&ace
>minist%ation inte%&ace
$Gternal users
Internal users
>/ents( inte%&ace $Gternal users
7lients( inte%&ace $Gternal users
Users w$t, access r$',ts Sc+e ( ((ere! +r+ert$es F$'#re 0/ Mar&et$"' )!e* ( a" "*$"e ,te* reser%at$" syste)
WHO3 Users #ith access rights WHAT3 5unctions HOW3 uality o% so%t#are, #ebsite esign an in%ormation WHETHER3 'rice com!etitiveness, com!etitiveness, sco!e o% o%%ere o%%ere !ro!erties an an trust in the system
2#a*$ty ( s(tware a"! webs$te !es$'" " $ t a ) r ( " $ ( t $ * a #
Database mana/ement
s " $ t c " # F
anlin/ o& active bookin/s anlin/ o& ocuments anlin/ o& $ayments
Su$$lie%s( inte%&ace $Gternal users
>minist%ation inte%&ace Internal users
>/ents( inte%&ace $Gternal users
7lients( inte%&ace $Gternal users
2#a*$ty ( s(tware a"! webs$te !es$'" s " " $ $ t t a c ) " # r F ( " $ ( Su$$lie%s( y inte%&ace t $ * $Gternal a # users 2
Database mana/ement anlin/ o& active bookin/s anlin/ o& ocuments anlin/ o& $ayments >minist%ation inte%&ace Internal users
>/ents( inte%&ace $Gternal users
Users w$t, access r$',ts
Users w$t, access r$',ts
Sc+e ( ((ere! +r+ert$es
Sc+e ( ((ere! +r+ert$es
Ha%ketin/ moel o& the basic *S
7lients( inte%&ace $Gternal users
Ha%ketin/ moel o& the secona%y *S
F$'#re 4/ Mar&et$"' )!e* ( $"te'rate! "*$"e ,te* reser%at$" syste)s
