Title:
Perceived Value of the Experience of Visit of a Hotel Web Site :
Explaining Variables and Impact on Satisfaction and Buying Intentions
Abstract: Internet constitutes a tool of distribution and communication
extensively adopted.. Its main advantage is its everlastingness. It offers
to firms large possibilities of communication and of widening of the markets.
The contribution of a web site resides essentially in its value for the individual.
The norms of conception of a web site are important factors facilitating
consumer's acceptance. The use of electronic trade is limited, for example,
by the difficulty of manipulation of the computer for the non initiated.
The capacity of manipulating the web is thus a fundamental element to its
adoption. In the same way, the reticence of the individuals to the adoption
of Internet is an individual characteristic that limits the use of Web sites.
Innovativity is the essential explanatory of purchase throw the web site.
The value experienced through the visit of a Web site is important
to determine its utility to the individual. It explains the person's ulterior
behaviour toward shopping on the web. The study of the consumer's satisfaction
about the visit of a Web site is also essential to understand his final choice.
The present research verifies the existing relations between characteristics
of a hotel web site, the person's innovative character, the value of the
visit, the consumer satisfaction as well as his intension to purchase on
line. The research answers to the following questions: To which extent
does the value perceived through the experience of visit of a web site depends
on the characteristics of the web site and of the innovativity of the individual?
To which extent does the perceived value of the experience of visit of a
web site influences the tourist satisfaction and does this last variable
affect his intention of purchase on-line?
The objective of this research is to demonstrate the necessity of paying
attention to the characteristics of the web site (legibility and stimulation)
and of the person's innovativity in order to explain the responses to the
electronic catalogue. From a theoretical viewpoint, this research contributes
to a better understanding of the determining variables of the purchase on-line,
especially in tourism context. It explains the dimensions of the perceived
value. On a managerial viewpoint, it arguments to the leaders of hotels
the necessity of developing their own web sites in order to increase the
profitability and efficiency. New customers are thus possible to reach.
Authors: Hela Ayed, Samar Abdelhak,
Asma Bouguerra, and Nabil mzoughi