A Research on Website Function of High-star Hotel Based on Customers Perspective: A Case of Xiamen, China

Hotel websi tes ha ve been m ore concerned abou t th e s tructure an d co ntent o f t he web site itsel f, ignoring the hot el websites ’ n ature for custo mer service. Thus, t his paper starts the basis of determining the function st ructures an d evaluation in dex systems of hot el websites, focusin g on discussing the hotel websites’ nature for customer service. This paper found out the customer demand for the hotel websites functionality by the questionnaire survey, then, the hotel websites of 50 samples were visit ed to an alyze t he fu nctions. S PSS wa s applied to the a nalysis of q uestionnaires. Stu dy suggests that current high-star hotel website features in Xiamen City of China can not meet the needs of customers. The base layer functions could provide simple hotel information, but it overlooked the hotel c ustomer's t ravel needs ; main leve l f unctions co uld not meet th e requirements that customers understand the features, early experience and information exchange; The core layer functions were not symmetrical with customer demand, and the information was not updated timely , as well as, customer relationship management was not perfect, so the core layer functions had not implemented functions of both t he base layer and m ain layer with d ynamic o ptimization. A limitation of t his study is th at the random sample may be not representative. If the hotel websites truly become an effective tool for hotel management and marketing, the needs of hotel customers should be fully considered.