engleski

Web Metrics for Managing Quality and Auditing Croatian Hotel Websites – Cluster Analysis

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 30 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? To confirm the reliability of chosen metrics a Cronbach's alpha test was conducted. Apart from descriptive statistics tools, to answer the posed research question, clustering analysis was conducted and the characteristics of the three clusters were considered. Experiences and best practices of the hotel web sites clusters 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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