RATIO OF THE STRUCTURE OF HOTEL ONLINE BOOKING CHANNELS AND THE MONITORING OF THE QUALITY OF HOTEL WEBSITES IN A MULTIDIMENSIONAL SYSTEM: IDENTIFICATION AND DISTRIBUTION OF POTENTIALS

Abstract

Purpose: The purpose of this paper is to explore the potentials that can positively impact the success of a hotel online business by: (1) exploring the specifics of the internal structure of online booking channels in the hotel business, (2) identifying the value and distribution of the potential to increase hotel bookings through the hotel website, (3) identifying the potential by exploring the space for improving hotel website excellence, and (4) developing an innovative multidimensional metric for monitoring hotel website quality.

Methodology: This research was approached in a way that the issue is considered from two aspects. Firstly, the potential to improve the ratio value of the hotel online booking channel structure is observed. The survey in the Republic of Croatia was conducted by regions on a sample of 4* and 5* hotels. Secondly, the potential to improve a hotel business is considered as the possibility to improve the performance of a hotel website.

Results: The research results show the value and distribution of the potential which can be used for a positive impact on the hotel business. Furthermore, the use of the presented multidimensional metric model allows a clear recognition of the potential for the hotel website quality improvement.

Conclusion: It can be concluded that both aspects of the potential research (in addition to the research findings), open up numerous possibilities for conducting similar or more complex analytical procedures and a new empirical research.