Onlin- Hotel Reservation Systems - 060309

8/12/2019 Onlin- Hotel Reservation Systems - 060309

1/43

CONCEPTUAL MARKETING FRAMEWORK FOR ONLINE HOTEL

RESERVATION SYSTEM DESIGN

by Stanislav Ivanov, Ph. D.

International University College3 Bulgaria Str., 9300 Dobrich, Bulgaria

e-mail: [email protected]

e-mail: [email protected]

tel.: +359 58 55!"

Abstract:

#he $a$e% $%esents a theo%etical &%ame'o%k o& online hotel %ese%vation

systems( )*S- esi/n. #he autho% int%ouces the value moelo& an *S as

t l t i th *S( i S l k ti i i l &


2/43

t l t i th *S( i S l k ti i i l &

I"tr!#ct$"

#he %ole o& in&o%mation systems an technolo/ies in tou%ist com$anies(

mana/ement an aily o$e%ations has been 'iely ackno'le/e an assesse

as $ositive )im et al, "445-, because establishin/ an online $%esence an

ao$tin/ e2comme%ce business moels inc%eases com$any(s com$etitiveness,

$%o&itability an e&&iciency )Poon, !993 Shelon, !996 *(7onno%, !999

uhalis, !998, !999, "443 #eo an Pian, "443 onec an %ibel, "44

;oh%ke et al., "44-. #he evelo$ment o& online %ese%vation systems &o% hotel

accommoation, ai% tickets, %ent2a2ca% an othe% t%avel %elate se%vices has

stimulate the /%o'th o& e2comme%ce an t%i//e%e a %easonable scienti&ic

%esea%ch on the inte%%elationshi$s bet'een tou%ism inust%ies an in&o%mation

technolo/y, an the im$acts o& e2comme%ce on tou%ism evelo$ment an

com$anies( ma%ketin/ mi< st%ate/ies )e./. 7onnolly et al., !998 7onnolly,

!999 Smith et al., "44! *(7onno% an =%e', "44" uhalis, "443 7a%%oll an

Si "443 *(7 "443 "443b "44 # "445-


3/43

ma%ket $lace, an &le


4/43

Fon/, "443 Scha%l, FGbe% an aue%, "443 ;anvo/t, "44 So an

Ho%%ison, "44 ssa'y, "445 ?eon/ et al., "445 ;a' an su, "44

Ja&i%o$oulos an E%ana, "44 Schmit, 7antallo$s, an os Santos, "446-.

;anvo/t )"44- evaluates seve%al online bookin/ en/ines ove% "3 i&&e%ent

c%ite%ia, like ove%all use% &%ienliness, $ayment metho, instant con&i%mation,

%eliability, an invoicin/ &unction amon/ othe%s. #hese c%ite%ia $%esent some o&

system(s &unctions an esi/n $%inci$les iscusse &u%the% in cu%%ent $a$e%.

In thei% stuy ?eon/ et al.)"445- &in that only t'o cha%acte%istics o&

hotel 'ebsites )in&o%mation com$leteness an ease o& use- a%e im$o%tant

ete%minants o& $e%ceive 'ebsite Auality. #hese %esults a%e be'ile%in/ as

most stuies ienti&y mo%e imensions o& $e%ceive se%vice Auality to be

si/ni&icant &o% 'ebsite use%s. ;a' an su )"44-, &o% e


5/43

$e%ceive satis&action, $u%chase intention, an $otential %elationshi$ builin/ 0

e


6/43

#%ust is vital &o% the usa/e o& the system.

Febsite esi/n can si/ni&icantly in&luence the online e


7/43


8/43

t%avel an bookin/ %elate ocuments, hanlin/ o& $ayments. ve%y &unction is

a set o& activities 'hich the use%s can $e%&o%m in the%e $%o&iles an is visuali1e

as s$eci&ic &eatu%esCo$tions in the $a%ticula% use%(s inte%&ace. In mo%e etails, the

i&&e%ences in access %i/hts o& inte%nal an e se$a%ate e$a%tment takes ca%e &o% the atabase mana/ement 0

i tti iti h t l i ti i t ll t t i


9/43

e


10/43

the bookin/ Aue%ies o& its use%s, to o&&e% $%ices lo'e% than com$etito%s &o% the

same o% simila% hotels. #he system shoul /ene%ate t%ust by $%oviin/ %eliable

so&t'a%e )'hich oes not han/ u$ an no bookin/ mistakes a%e mae by the

so&t'a%e-, 'ebsite navi/ation that &ollo's the natu%al ste$s in the hotel bookin/

$%ocess, su&&icient, u$2to2ate an unbiase in&o%mation &o% the hotels

)esc%i$tion an $hotos-, etc. o'eve%, 'ebsite esi/n is not enou/h to $%ovie

t%ust an to /ene%ate sales. Onautho%ise use o& $e%sonal an sales ata, an

b%each o& $%ivacy )'hen, 'he%e an 'ith 'hom a $e%son t%avels, a/ent use,

hotel booke, $%ice $ai- mi/ht a&&ect ne/atively online bookin/s in the system,

althou/h %o'n, Huchi%a an Bottlieb )"446- o not &in evience that $%ivacy

conce%ns a&&ect online $u%chase behavio% 'ithin the t%avel inust%y.

#he &ive imensions at the secona%y level a%e inte%%elate. ese%vation

systems 'ith only &e' hotels can be com$etitive i& they o&&e% e


11/43

make chan/es in $%ices an %oom invento%y 'ithout the nee to contact the

system(s o'ne%. >lso, 'hen mo%e a/ents use the system, the mo%e bookin/s it

'ill /ene%ate. #ou% o$e%ato%s an hotel chains 'ho maintain *Ss

continuously a ne' &eatu%es in them 0 bookin/ aitional t%avel %elate

se%vices, online $ayments, t%avel /uies, 'eathe% &o%ecasts, etc., an o&&e%

access to thei% su$$lie%s, as 'ell as to i%ect custome%s an t%avel a/ents. >ll

these u$/%aes c%eate a value ae &o% the use%s o& the systems an inc%ease the

com$etitiveness o& both the use%s an the o'ne%s o& the systems. #%ust is an

essential &eatu%e in the moel because it ete%mines 'hethe% i%ect custome%s

an a/ents 'ill use the *S at all C&o% &u%the% iscussion on t%ust in e2

comme%ce an 'ebsites see o&&man, ovak an Pe%alta )!998-, ?a%ven$aa,

#%ackinsky an Eitale )"444-, O%ban, Sultan an ualls )"444-, =am et al.

)"44-, 7hen )"44-, Fu an 7han/ )"44-C.

#he ma%ketin/ moel &%om =i/u%e " can be use to analyse eve%y *S,

l & th & th t I& th t i b t t th


12/43

o& in&o%mation, ban'ith an inte%action, sim$licity an consistency, esi/n

inte/%ity an stability, &eeback an ialo/ $%ovie by the system(s esi/n

)inte%activity-. >n em$i%ical su%vey une%taken by Oo an Ha%Auis )"444-

sho's that an e&&ective 'ebsite esi/n must have sho%t o'nloa time, easy

navi/ation, use /%a$hics that o not take too lon/ to loa, use animations that

a%e not ist%actin/, must be hi/hly inte%active an ca%e&ul 'ith the use o&

&%ames, choice o& /%amma% an colou% combination an sho's hi/h e/%ee o&

cohesion an consistency th%ou/hout the $a/es. >nothe% stuy by ;im )"44"-

%eveals the esi/ne% has to &ollo' a seAuential $%o/%ession, mimic %eal2li&e

sc%i$ts, $%ovie visual inicato%s, $lace &unctionality above aesthetics an avoi

conitionin/ automatic actions in o%e% to enhance the usability o& online sto%e

inte%&aces.

7onsie%in/ the above mentione /ene%al 'ebsite esi/n $%inci$les an

the 'ebsite imensions an att%ibutes ienti&ie as im$o%tant to use%s in the

i i l lit t i l k ti i i l k t I#


13/43

$otential clients 'ill make ecisions on the Auality o& the

accommoation se%vice base on elements like esc%i$tions an

$ictu%es o& hotel &acilities, the cate/o%y o& the $%o$e%ty, location ma$s,

custome% %evie's, etc. In this %e/a%, the in&o%mation $%ovie in the

system must be su&&icient &o% the a/ents( an clients( $%o$e% choice.

#his $%inci$le is i%ectly connecte to the atabase mana/ement

&unction in *Ss. #he mo%e etaile the esc%i$tion o& the $%o$e%ty

an mo%e the $ictu%es, the mo%e in&o%me the a/ents(Cclients( choice o&

hotel accommoation. ?eon/ et al.)"445- &in that %ichness o&

in&o%mation an the ease o& use a%e the most im$o%tant ete%minants o&

$e%ceive 'ebsite Auality, 'hich, in tu%n, in&luences custome%s(

e


14/43

means that the eitionally, some Blobal Dist%ibution Systems )e./. R!- allo' the

customisation o& use%(s inte%&ace itsel& 0 the use% can choose the

&unctions an the in$ut sea%ch c%ite%ia sections heCshe can see in the

inte%&ace. =u%the%mo%e, othe% *Ss )e./. R!8- o&&e% the o$tion to

$%int a vouche% 'ith a/ent(s name, lo/o an contact etails to be

$%esente by the client at check2in, 'hich &acilitates the aily

o$e%ations o& t%avel a/ents an c%eates value &o% them )hence, hanlin/

o& ocuments is inclue in the *S(s ma%ketin/ moel as a mao%

&unction-.

$ase o% u!ating. 7lients an a/ents 'ill make bookin/s in the *S

i& the in&o%mation in it )%ates, invento%y, bookin/ %ema%ks, hotel

esc%i$tions an $ictu%es, etc.- is u$2to2ate. ecause atabase

i l b i i & i h


15/43

into one /lobal su$e%ma%ket o& $%oucts an se%vices. #his 'ill be

%eali1e th%ou/h evelo$ment o& a commonly acce$te

communications $%ocess usin/ UH;.N

)htt!:#.o!entravel.org&about.c%m-.

Interactivity. Inte%activity is a multiimensional const%uct. Do'nes

an HcHillan )"444- ienti&y the &ollo'in/ imensions that c%eate the

inte%activity conce$t in com$ute%2meiate communications 0

i%ection o& communication, time &le


16/43

#he system has &eatu%es &o% custome% su$$o%t se%vice by the

sales &o%ce an the I# e$a%tment o& the system(s o'ne%, so that

the use% coul &eel su$$o%t 'hen usin/ the system.

#he system is$lays customise in&o%mation &o% the use%s 0 it is

achieve by the autho%ise access to the system allo'in/ use%s

to see only thei% bookin/s, by cookies 'hich %emembe% the

$%evious sea%ch %esults &%om the com$ute% 'ith a $a%ticula% IP

a%ess, o% by manual customisation o& the inte%&ace by the use%.

#he in&o%mation $%ovie about the $%o$e%ties is not biase an

esc%i$tions &ollo' stana% &o%mat, e./. bullete lists about

hotel &acilities an %oom amenities.

#he use% has mo%e cont%ol on the in&o%mation $%ovie by the

system 0 it is achieve by the multi$le sea%ch o$tions &o% hotel

accommoation )e./. by name, sta% cate/o%y, location, s$eci&ic

h l & ili i i i i il bili - h


17/43


18/43

ve%i&ication %easons, instea o& an access coe the bookin/ etails can be

accesse 'ith %e&e%ence numbe% an a vali e2mail a%ess )s$eci&ie u%in/ the

bookin/ $%ocess-.

In "7 systems, the sales $%omotion is a much ha%e% task, because

theo%etically use%s a%e all $eo$le 'ho have access to inte%net. #he lo'e% numbe%

o& milemen bet'een the su$$lie% an the en consume% c%eates conitions &o%

$%ice %euctions. o'eve%, this situation is %a%ely obse%ve in $%actice, because

many "7 systems )e./. R3, R!6- su$$o%t also a %est%icte section &o% t%avel

a/ents in 'hich $%ices &o% hotel accommoation a%e lo'e% than the $%ices &o%

i%ect custome%s. Instea o& ec%easin/ the %ates &o% the en consume%s, the

i&&e%ence bet'een the $%ice &o% clients an &o% a/ents c%eates aitional $%o&it

&o% the tou% o$e%ato% C the hotel chain. #hat(s 'hy, most o& the " systems a%e

t%ans&o%me into hyb%i systems o% establish ne' en custome% o%iente systems

)e./. 7enant 7o%$o%ation su$$o%ts the " system R" an the "7 system

R!5-


19/43

can see also commissionable %ates. #he $%ice com$a%ison amon/ systems is

i&&icult, because the a/ent must calculate the amount ue &o% eve%y bookin/

se$a%ately by euctin/ the commission. *n the othe% han, the tou% o$e%ato%s C

hotel chains can even easie% $%ice isc%iminate the use%s o& the system, because

es$ite i&&e%ent %ates tou% o$e%ato%s C hotel chains can a$$ly i&&e%ent

commissions &o% a/ents e$enin/ on thei% sales tu%nove%. Ho%eove%, the

commissionable %ates enothe% avanta/e is the

$ossibility to &i< $%ices &o% the en consume% an to $%ice isc%iminate the

a/ents th%ou/h i&&e%ent commissions.

oom inventory&vailability o% rooms

#he mao%ity o& *Ss 'o%k on %eAuest basis. #he use% makes an online

%eAuest on 'hich the em$loyees o& the tou% o$e%ato% C hotel chain 'o%k, an

&i i h il bili & i h h l I hi h


20/43

#he avanta/e o& the &%ee sale &o% the tou% o$e%ato% is that it oes not

%eAui%e minimum sales an the tou% o$e%ato% sho's availability in the system

'ithout consie%able &inancial commitments. #he &inancial en/a/ement 'ith the

hotelie% is lo'e% because the tou% o$e%ato% oes not $%e$ay any %ooms.

#he isavanta/e &o% the tou% o$e%ato% is that he can con&i%m %ooms

'hich a%e not available as a %esult o& the &ollo'in/ %easons:

#he%e is a time /a$ bet'een the moment o& e$letion o& available

%ooms in the hotel, the moment 'hen the tou% o$e%ato% is in&o%me an

the moment o& closin/ &o% sale the ates in Auestion in the system o&

the tou% o$e%ato%. Fithin these &e' hou%s the%e is a $ossibility that a

clientCa/ent makes a bookin/ in the tou% o$e%ato%(s *S sho'in/

availability 'hich the tou% o$e%ato% con&i%ms. >&te% in&o%min/ the

hotel, the tou% o$e%ato% iscove%s the $%oblem an has to %eect the

bookin/ o% o&&e% an alte%native 'hich clients 'ill $%obably not acce$t

l i l & h i i h l h b i l &i


21/43

>nothe% isavanta/e &o% the tou% o$e%ato% is that he cannot /ua%antee

&%ee %ooms in $e%ios o& hi/h eman 0 e' Vea%, 7h%istmas, aste%, &ai%s,

con/%esses, Fo%l cham$ionshi$s an othe% s$ecial events.

#he avanta/e &o% the hotelie% is that the &%ee sale $%events the

ove%e$enence on one o% &e' tou% o$e%ato%s because he can sell the same

%ooms th%ou/h la%/e numbe% o& inte%meia%ies 'ithout limitin/ his o'n

$ossibilities to sell %ooms to i%ect custome%s.

Fith the allotmentthe hotelie% /ives the tou% o$e%ato% an e


22/43

hotelie% 0 he %eceives &inancial %esou%ces in avance 'hich can be investe in

moe%ni1in/ the accommoation establishment.

#he isavanta/e &o% the hotelie% is his hi/he% e$enence on tou%

o$e%ato%s( sales 0 he cannot sell the %ooms &%om the allotment. In this %e/a%,

only $a%t o& hotel(s ca$acity is %ese%ve &o% tou% o$e%ato%s( allotments, an the

%est is &o% &%ee sale.

In the integrate )bac"-to-bac"+ *Ss one )secona%y o% built2on-

system is inte/%ate 'ith anothe% )basic o% $%ima%y- system )=i/u%e 3-.

LLLLLLLLLLLLLLL

Inse%t =i/u%e 3. he%e

LLLLLLLLLLLLLLL

#he secona%y system is also kno'n as a Mmeta siteN )see

7h%istoouliou, %e'e% an 7ount%yman, "446-. It sho's availability an %ates

'ith aitional ma%k2u$ &%om the basic system. Hany nuances e


23/43

an this %esults in an automatic $ayment &%om the o'ne% o& the secona%y

system to the o'ne% o& the $%ima%y system-.

=%om a technical $oint o& vie' the esi/n o& a &ully inte/%ate secona%y

system is labou%2consumin/ but once c%eate it has the avanta/e o& easy

maintenance an u$atin/, because all chan/es in %ates, availability, name

chan/es o& hotels, esc%i$tions, %ema%ks, hanlin/ o& bookin/s etc., is one by

the tou% o$e%ato% 'ho o'ns the basic system. > isavanta/e is that all mistakes

in these elements in the basic system 'ill be %e&lecte in the secona%y system.

#he%e&o%e, the value o& the secona%y system e$ens on the value o& the

$%ima%y system.

Boo"ing aitional services&Dynamic !ac"aging

=%om a technical $oint o& vie' bookin/ a &li/ht, %ent2a2ca%, si/htseein/

tou%, $acka/e tou%, o% t%ans&e% is not somethin/ i&&e%ent to hotel bookin/s. #he

b ki il & h l i i h b i&& b


24/43

a%e the same o% even hi/he% than the %ack %ates o& same se%vices 'hen

bou/ht on s$ot &%om the su$$lie%s, 'hich hine%s the online sales. #he

%eason is that most o& the se%vices a%e lo' $%ice an the commissionsC

ma%k2u$s o not /ene%ate enou/h net income &o% the tou% o$e%ato% to

cove% the bookin/ costs. o'eve%, tou% o$e%ato%s o&&e% thei% clients the

$ossibility to $%ea%%an/e local t%ans&e%s an si/htseein/ tou%s, 'hich

%euces the $e%ceive %isk o& the 'hole t%i$ an o&&sets the sometimes

hi/he% than %ack %ates cha%/e by the tou% o$e%ato%s.

Boo"ing limitations

Osually the ma


25/43

o$e%ato%s an not as t%avel a/ents-. In o%e% to avoi mistakes, some systems

)e./. R", R8- $%ovie the &unction Mhanlin/ o& ocumentsN, 'hich allo's

inte%nal an en

elect%onic invoice anCo% c%eit ca% autho%i1ation &o%m mi/ht also be issue

an $%inte &%om the system.

Issuin/ t%avel an bookin/ %elate ocuments is not a s$eci&ic

cha%acte%istic o& *Ss. Systems may o&&e% o% not this o$tion but oin/ so they

&ollo' the $%inci$le o& ease o& use an inte/%ity o& *Ss esi/n, &acilitate the

bookin/ $%ocess an achieve com$etitive avanta/e.

/nline !ayments

*nline $ayments a%e anothe% non2s$eci&ic cha%acte%istic o& *Ss. #he

$ossibility &o% an online $ayment is a &unction that c%eates value ae &o% the

use% an &acilitates the $%ocess o& $ayments hanlin/ an accountin/. In this


26/43

mo%e etaile the in&o%mation that the system $%ovies, the mo%e in&o%me the

ma%ket ecisions o& its o'ne%. Some o& the statistics etaile by a/ent, custom2

e%, su$$lie% an estination that the system coul $%ouce &o% its o'ne% mi/ht

be:

numbe% o& visits $e% month

numbe% o& bookin/s

moneta%y value o& booke %ooms

ave%a/e %ate $e% booke %oom

st%uctu%e o& bookin/s by a/ents, su$$lie%s, an estinations

sta% cate/o%y o& booke $%o$e%ties

bookin/ lea time )numbe% o& ays bet'een bookin/ ate an check2

in ate-

c%eit limit outstanin/

ave%a/e stay, etc.


27/43

*ne o& the imensions o& inte%activity is the custome% &eeback

ca$abilities 0 custome% %evie' $lat&o%ms an blo/s. #hey stimulate custome%s tosha%e thei% e


28/43

#able " summa%ise the iscussion above &%om the vie' $oint o& the

consume% an his buye% behaviou%. #he sta/es in the consume% buye% behaviou%an the co%%es$onin/ $hases an sta/es in the bookin/ $%ocess a%e matche

'ith the system(s imensions, esi/n $%inci$les an main ma%ketin/ ecisions.

LLLLLLLLLLLLLLL

Inse%t #able ". he%e

LLLLLLLLLLLLLLL

#he %eco/nition o& the t%avel nee is beyon the cont%ol o& the *S,

because use%s visit such systems 'hen they al%eay have %eco/nise the nee.

o'eve%, the system(s esi/n has /%eat im$act on the othe% sta/es in the

consume% behaviou% 0 in&o%mation sea%ch, evaluation o& alte%natives, $u%chase

an $ost2$u%chase behaviou%:

In%ormation search0 %elates to the $%ovision o& in&o%mation acco%in/

to the t%avel nees o& the use%. #his co%%es$ons to the in$uttin/ in the


29/43

also be able to /athe% ma%ket intelli/ence in&o%mation about the sea%ches

o& s$eci&ic use%s.$valuation o% alternatives0 %elates to the com$a%ison o& i&&e%ent

accommoation o$tions available to the use% acco%in/ to the s$eci&ie

sea%ch c%ite%ia. In aition to the Auality o& in&o%mation an sco$e o&

o&&e%e $%o$e%ties, t'o othe% system(s imensions a%e c%ucial 0 $%ice

com$etitiveness an t%ust. #he esi/n $%inci$les %e&e% to the in&o%mation

su&&iciency an t%ans$a%ency because they i%ectly co%%es$on to the

$sycholo/ical $%ocessin/ o& in&o%mation by the use% 'hen evaluatin/

alte%native accommoation o$tions.

'urchase0 %e&e%s to the selection an check out $hases in the bookin/

$%ocess. #he use% com$letes the bookin/ 'ith the /uest an $ayments

etails an con&i%ms the %ese%vation. #he%e&o%e, the main ma%ketin/

ecisions %elate to the issuin/ o& t%avel an bookin/ ocuments an online


30/43

#he *S esi/n is a $%ocess that must involve ma%ketin/ $%o&essionals

as 'ell as so&t'a%e evelo$e%s. #he %eason is that technically $e%&ect 'ebsiteesi/n can be catast%o$hic &%om a ma%ketin/ $e%s$ective i& it oes not $%ovie

e


31/43

3. ainb%i/e, >. )"443b-otel search esign an usability re!ort. #%avel

O7D. O;:htt$:CC'''.tou%cms.comCcom$anyC%esea%chC$&Chotel_sea%ch_ma%ch"443.$

& )"3.4"."449-

. onec, S., J. %ibel )"44- In&o%mation an communication technolo/y in

tou%ism. In Intellectual 7a$ital an no'le/e Hana/ement.'roceeings o%

the 4th International Con%erence o% the 5aculty o% 2anagement 6o!er,

Onive%sity o& P%imo%ska, !80"4 ovembe% "44, Po%to%o1, Slovenia, $$.

525, O;: htt$:CC'''".&m2

k$.siC1alo1baCISC9!2826!23C525.$& )>ccesse 46.!!."448-

5. %o'n, H. ., . Huchi%a an O. Bottlieb )"446- P%ivacy conce%ns an the

$u%chasin/ o& t%avel se%vices online.In%ormation 7echnology an 7ourism,

9)!-, $$. !52"5

. uhalis, D. )!998- St%ate/ic use o& in&o%mation technolo/ies in the tou%ism


32/43

!". 7h%istoouliou, ., P. %e'e%, 7. 7. 7ount%yman )"446- #%avel

inte%meia%ies an meta sites: > com$a%ison o& custome% $e%ce$tion.8ournal o% In%ormation 7echnology 7ourism, 9)3C-, ""62"3

!3. 7onnolly, D. ?., H. D. *lsen, . B. Hoo%e )!998- #he Inte%net as s

ist%ibution channel. 7he Cornell otel an estaurant ministration

uarterly39)-, $$. "25

!.7onnolly, D. ?. )!999- One%stanin/ in&o%mation technolo/y investment

ecision2makin/ in the conte Aualitative

ienti&ication o& key imensions.e# 2eia an Society")"-, $$. !562!69


33/43

"!. o&&man, D. ;., #. P. ovak, H. Pe%alta )!998- uilin/ consume% t%ust in

online envi%onments: #he case o& in&o%mation $%ivacy )P%oect "444-. /#en1rauate School o% 2anagement, ccesse ".!4."445-

"". Ivanov, S )"44"- *nline hotel %ese%vation systems.'roceeings o% =7ourism

in *>stCentury? Con%erence, So&ia Onive%sity, "9thovembe% "44", So&ia,

ul/a%ia, $$. "82"5 )in ul/a%ian-

"3. Ivanov, S. )"445- Ha%ketin/ ecisions in online hotel %ese%vation system

esi/n.'roceeings o% =7ourism science an challenges o% *>stcentury?

con%erence, Onive%sity o& conomics 0 Ea%na, 32thovembe% "445, Ea%na,

ul/a%ia, $$. "62"5" )in ul/a%ian-


34/43

htt$:CC'''.vms.vu'.ac.n1Cvu'C&caCvmsC&ilesCaa".$& )>ccesse "!st?uly

"44-"9. ;a', ., ?. Fon/ )"443- Success&ul &acto%s &o% a t%avel 'eb site: Pe%ce$tions

o& online $u%chase%s in on/ on/. 8ournal o% os!itality an 7ourism

esearch"6)!-, $$. !!82!".

34. ;a', ., . ;eun/ )"445- *nline ai%&a%e %ese%vation se%vices: > stuy o&

>sian2base an o%th >me%ican2base t%avel 'ebsites.In%ormation

7echnology an 7ourism5)!-, $$. "5233

3!. ;a', ., 7. . 7. su )"44- Im$o%tance o& hotel 'ebsite imensions an

att%ibutes: $e%ce$tions o& online b%o'se%s an online $u%chase%s.8ournal o%

os!itality an 7ourism esearch34)3-, $$. "9523!"

3". ;im, S. )"44"- #he sel&2con&%ontation inte%vie': #o'a%s an enhance

une%stanin/ o& human &acto%s in 'eb2base inte%action &o% im$%ove

'ebsite usability.8ournal o% $lectronic Commerce esearch3)3-, $$.


35/43

38. *(7onno%, P. )!999-$lectronic in%ormation istribution in tourism an

hos!itality. * Inte%national.39. *(7onno%, P. )"443a- ookin/ a hotel %oom online: i$ o&& o% /%eat ealK

'roceeings o% the >*thInternational eisure an 7ourism Sym!osium

S>D, =i%a e a%celona, 4324 >$%il "443, O;:

htt$:CC'''.esae.esCceit"443C$&sCoconno%$ete%.$& )>ccesse "8.46."44-

4. *(7onno%, P. )"443b-. *n2line $%icin/: >n analysis o& hotel2com$any

$%actices. 7he Cornell otel an estaurant ministration uarterly)!-,

$$. 8829.

!. *(7onno%, P. )"44- FhoYs 'atchin/ youK Data collection by hotel chain

'ebsites.In%ormation 7echnology in os!itality, )"C3-, $$. 3264

". *(7onno%, P. )"448- Ose%2/ene%ate content an t%avel: > case stuy on

#%i$aviso%.com. In *(7onno%, P., F. G$ken an O. B%et1el )es.-

In%ormation an Communication 7echnologies in 7ourism *00.


36/43

8. Sche//, ., #. Steine%, S. =%ey, ?. Hu%$hy )"44"- enchma%ks o& 'ebsite

esi/n an ma%ketin/ by S'iss hotels.In%ormation 7echnology an 7ourism5)"-, $$. 63289

9. Schmit, S., >. S. 7antallo$s, an 7. P. os Santos )"446- #he

cha%acte%istics o& hotel 'ebsites an thei% im$lications &o% 'ebsite

e&&ectiveness.International 8ournal o% os!itality 2anagement, "6)-, $$.

5425!

54. Shelon, P. )!996-In%ormation 7echnologies %or 7ourism. *

Inte%national.

5!. Smith, H., ?. ailey, . %ynol&sson )"444- Unerstaning igital mar"ets:

evie# an assessment. 7amb%i/e: HI# P%ess

5". So, Siu2Ian, >. H. Ho%%ison )"44- Inte%net ma%ketin/ in tou%ism in >sia:

>n evaluation o& the $e%&o%mance o& ast >sian ational #ou%ism

*%/ani1ation 'ebsites.8ournal o% os!itality an eisure 2ar"eting!!)-,


37/43

58. O%ban, B., =. Sultan, F. ?. ualls )"444- Placin/ t%ust at the cente% o& you%

Inte%net st%ate/y. Sloan 2anagement evie#")!-, $$. 392859. Fu, ?2?., V2S. 7han/ )"44- &&ects o& t%ansaction t%ust on e2comme%ce

%elationshi$s bet'een t%avel a/encies. 7ourism 2anagement"6)-, $$.

!"532!"!

4.Ja&i%o$oulos, 7., E. E%ana )"44- > &%ame'o%k &o% the evaluation o& hotel

'ebsites: #he case o& B%eece. ?ou%nal o& In&o%mation #echnolo/y Z

#ou%ism, 8)3C-, $$. "392"5

Se*ecte! "*$"e ,te* reser%at$" syste)s-

>E.htt!:&&amaeusvista.com

*E.htt!:&&rs.gta-travel.com

3E.htt!:#.accorhotels.com

AE.htt!:#.best#estern.com


38/43

*0E.htt!:#.tri!avisor.com

*>E.htt!:#.tsh-hotels.com


39/43

Tab*e ./ Access r$',ts ( OHRS #sers

F#"ct$"a* e*e)e"ts a"! act$%$t$esAccess r$',ts ( #sers

S#++*$ers I"ter"a* #sers A'e"ts C*$e"ts

Database mana/ementhotel escri!tions an !ictures + +

allotment control + +vie#ing !ast reservations + + + +

eiting contact etails o% users + + + +!rices control + +

eiting remar"s an s!ecials conitions on boo"ings + +

anlin/ o& active bookin/sin!utting boo"ing reuests + + +

amenments o% active boo"ing reuests + + +sening reuests to su!!liers +

changing status o% boo"ings + +

in!utting boo"ing reuests %or alternative hotels )i%the originally reuire is not available+

+ +

anlin/ o& ocumentsinvoicing + + +

issuing vouchers + + +

issuing customer contracts + + +

anlin/ o& $ayments

hanling creit car authori(ation + + + +


40/43

Tab*e 0/ Mar&et$"' +ers+ect$%e $" OHRS !es$'"Sta'es $" c"s#)er

b#yer be,a%$#r

P,ases a"! sta'es $" t,e

b&$"' +rcess.OHRS1s !$)e"s$"s Mar&et$"' +r$"c$+*es (r

OHRS !es$'"

Mar&et$"' !ec$s$"s (r

ORHS !es$'"ee recognition 2 2 2 2

In%ormation search Phase ! 0 Search an

evaluation In$ut stay %eAui%ements

Ose%s 'ith access %i/hts

=unctions uality o& in&o%mation

uality o& so&t'a%e an

'ebsite esi/n

Sco$e o& o&&e%e $%o$e%ties

ase o& use

In&o%mation su&&iciency In&o%mation t%ans$a%ency

7ustomisation

ase o& u$atin/

7om$atibility

" C "7 system

et o% commissionable%ates

oom invento%y

>itional se%vices

ookin/ limitations

Ha%ket intelli/ence

>itional &eatu%es

$valuation o%alternatives

Phase ! 0 Search anevaluation

7om$a%e an evaluate

%esults

Decie

uality o& in&o%mation

Sco$e o& o&&e%e $%o$e%ties

P%ice com$etitiveness

#%ust

In&o%mation su&&iciency

In&o%mation t%ans$a%ency

et o% commissionable

%ates

oom invento%y

>itional se%vices

ookin/ limitations'urchase Phase " 0 Selection

Select hotel, %oom an

%ate

Select aitional %ooms

an %ates

Phase 3 0 Chec"out

In$ut /uest etails

In$ut $ayment etails

7on&i%m %ese%vation

Ose%s 'ith access %i/hts

=unctions


'ebsite esi/n

#%ust

ase o& use

In&o%mation su&&iciency


7ustomisation

7om$atibility

" C "7 system

et o% commissionable

%ates

oom invento%y

>itional se%vices

ookin/ limitations

Issuin/ t%avel an bookin/

%elate ocuments

*nline $ayments

Ha%ket intelli/ence

'ost-!urchase behaviour 2

=unctions uality o& in&o%mation


'ebsite esi/n

ase o& use In&o%mation su&&iciency


Inte%activity

Ha%ket intelli/ence 7ustome% &eeback

ca$abilities

!>s e&ine by ainb%i/e )"443a-


41/43

System(s value&o% its o'ne%

System(s usa/e

System(scom$etitiveness

Ha%ketin/ ecisions

Desi/n $%inci$les

Ha%ketin/ moel o&

the system

#echnical moel o& the

system

P%ima%y

level

Secona%y

level =eatu%es

2ar"eting !ers!ectiveo% an /S

7echnical !ers!ectiveo% an /S

F$'#re ./ C"ce+t#a* %a*#e )!e* ( a" "*$"e ,te* reser%at$" syste)

*the% *Ss

ookin/s, %evenues

#he system as an asset


42/43

F$'#re 0/ Mar&et$"' )!e* ( a" "*$"e ,te* reser%at$" syste)

anlin/ o& active bookin/s

Database mana/ement

anlin/ o& ocuments

anlin/ o& $ayments

$Gternal users

Su$$lie%s(

inte%&ace

$Gternal usersInternal users

7lients(

inte%&ace

>minist%ation

inte%&ace

Users w$t, access r$',ts

F#"ct$"s

>/ents(

inte%&ace

$Gternal users

2#a*$ty ( s(tware a"! webs$te !es$'"

Sc+e ( ((ere! +r+ert$es

2#a

*$ty($"(r)at$"

WHO3Users #ith access rights

WHAT35unctions

HOW3uality o% so%t#are, #ebsite esign an in%ormation

WHETHER3'rice com!etitiveness, sco!e o% o%%ere !ro!erties an trust in the system


43/43


Database mana/ement

anlin/ o& ocuments

anlin/ o& $ayments

$Gternal

users

Su$$lie%s(inte%&ace

$Gternal

users

Internal

users

7lients(

inte%&ace

>minist%ationinte%&ace


F#"ct$"s

>/ents(

inte%&ace

$Gternal

users



#a*$t(

$"(r)at$"


Database mana/ement

anlin/ o& ocuments

anlin/ o& $ayments

$Gternal

users

Su$$lie%s(inte%&ace

$Gternal

users

Internal

users

7lients(

inte%&ace

>minist%ationinte%&ace


>/ents(

inte%&ace

$Gternal

users



F$'#re 4/ Mar&et$"' )!e* ( $"te'rate! "*$"e ,te* reser%at$" syste)s

Ha%ketin/ moel o& the basic *S Ha%ketin/ moel o& the secona%y *S

F#"ct$"s

2#a*$ty($"(r)at$"

Onlin- Hotel Reservation Systems - 060309

Documents

Transcript of Onlin- Hotel Reservation Systems - 060309