Abstract
This paper proposes a reactive website design strategy based on two complementary website analyses. An analysis of 15 Swiss hotels' combined log files — 345'440 web site visits and 2'107'397 page views — combined with content analysis of the same hotel websites illustrate practical insights on how consumers find and navigate hotel websites, as well as academic insights on the use and limitations of the former behaviour-based measure. This innovative analysis of combined log files, complemented by website assessments, suggests that most website visitors were familiar with these hotels but that the hotels could reorganise their sites better, especially with easier access to information on transactions.
Preview
Unable to display preview. Download preview PDF.
References
Alba, J. W., & Hutchinson, J. W. (2000). Knowledge Calibration: What Consumers Know and What They Think They Know. Journal of Consumer Research, 27(September), 123–156.
Ansari, A., & Mela, C. F. (2003). E-Customization. Journal of Marketing Research, XL(May), 131–145.
Apache. (2004). Log files. Retrieved August, 2004, from http://httpd.apache.org/docs-2.0/logs.html
Benbunan-Fich, R. Q. (2001). Using Protocol Analysis to Evaluate the Usability of a Commercial Web Site. Information and Management, 39(2), 121–161.
Blair, E., & Burton, S. (1987). Cognitive Processes Used by Survey Respondents to Answer Behavioral Frequency Questions. Journal of Consumer Research, 14(September), 280–288.
Burton, M. C., & Walther, J. B. (2001). The Value of Web Log Data in Use-Based Design and Testing. Journal of Computer Mediated Communication, 6(3), www.ascusc.org/jcmc/vol6/issue3/burton.html.
Collens, G., & Murphy, J. (2002). Marketing Hospitality Web Sites. Hospitality Review, 20(1), 15–31.
Cutler, B. (1990). The Fifth Medium. American Demographics, 12(6), 24–29.
Drèze, X., & Zufryden, F. (1997). Testing Web Site Design and Promotional Content. Journal of Advertising Research, 37(2), 77–91.
Giudici, P. (2003). Applied Data Mining: Statistical Methods for Business and Industry. West Sussex, UK: John Wiley & Sons Ltd.
Google. (2004). Log Analysis. Retrieved 30 August, 2004, from http://directory.google.com/Top/Computers/Software/Internet/Site_Management/Log_Analysis/
Hanson, W. (2000). Principles of Internet Marketing. Cincinnati, Ohio: Southwest College Publishing.
Hofacker, C. F. (2001). Internet Marketing (Third ed.). New York, New York: John Wiley and Sons.
Hofacker, C. F., & Murphy, J. (1998). World Wide Web Banner Ad Copy Testing. European Journal of Marketing, 21(7/8), 703–712.
Hofacker, C. F., & Murphy, J. (2000). Clickable World Wide Web Banner Ads and Content Sites. Journal of Interactive Marketing, 14(1), 49–59.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-mediated Environments: Conceptual Foundations. Journal of Marketing, 60(July), 50–68.
Johnson, E. J. (2001). Digitizing Consumer Research. Journal of Consumer Research, 28(2), 331–336.
Krippendorf, K. (1980). Content Analysis: An Introduction to Its Methodology. Beverly Hills, California: Sage.
McMillan, S. J. (2000). The Microscope and the Moving Target: The Challenge of Applying Content Analysis to the World Wide Web. Journalism and Mass Communication Quarterly, 77(1), 80–98.
Murphy, J., Hofacker, C. F., & Bennett, M. (2001). Website Generated Market-research Data: Tracing the Tracks Left Behind by Visitors. Cornell Hotel and Restaurant Administration Quarterly, 42(1), 82–91.
Nielsen, J. (1999). The Top Ten New Mistakes of Web Design. Retrieved 10 October, 2004, from www.useit.com/alertbox/990530.html
Nisbett, R., & Wilson, T. (1977). Telling More Than We Can Know: Verbal Reports on Mental Processes. Psychological Review, 84(May), 231–259.
Novak, T. P., Hoffman, D. L., & Duhachek, A. (2003). The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences. Journal of Consumer Psychology, 13(1&2), 3–16.
Ramey, J. (2000). Guidelines: Web Data Collection for Understanding and Interacting with Your Users. Technical Communication, 47(3), 397–410.
Sterne, J. (2002). Web Metrics: Proven Methods for Measuring Web Site Success. New York, New York: John Wiley and Sons.
Stout, R. (1997). Web Site Stats: Tracking Hits and Analyzing Traffic. Berkeley, California: Osborne McGraw-Hill.
Xue, S. (2004). Web Usage Statistics and Web Site Evaluation: A Case Study of a Government Publications Library Web Site. Online Information Review, 28(3), 180–190.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2005 Springer-Verlag Wien
About this paper
Cite this paper
Schegg, R., Steiner, T., Gherissi-Labben, T., Murphy, J. (2005). Using Log File Analysis and Website Assessment to Improve Hospitality Websites. In: Frew, A.J. (eds) Information and Communication Technologies in Tourism 2005. Springer, Vienna. https://doi.org/10.1007/3-211-27283-6_51
Download citation
DOI: https://doi.org/10.1007/3-211-27283-6_51
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-24148-6
Online ISBN: 978-3-211-27283-1