AN INVESTIGATION OF WEB SITES OF INDEPENDENT, SMALL
PARISIAN HOTELS TO IDENTIFY THE CHARACTERISTICS
THAT MAKE SUCH WEB SITES EFFECTIVE, PRODUCTIVE, ACCESSIBLE, AND USABLE
The growth of consumer use of the Internet has changed the ways in which firms in many industries conduct business. In no industry is this statement more applicable than it is in the hospitality industry (Cushing, 2004).
Growth in consumer use of the Internet has been especially problematic for small lodging firms, because the costs and expertise associated with the development and operations of Web sites places small firms at a disadvantage in relation to large hotels and lodging chain operations (Manson, 2005).
This study investigated the use of the Internet by small hotels. This chapter of the study states the problem, purpose, and scope of the study.
The effective use of the Internet for marketing and other interactions with guests and potential guests use especially important for small hotels that are located in major tourist destination cities such as Paris. The sheer number of lodging establishments in such cities makes it difficult for small hotels to make themselves to consumers in distant parts of the world, as well as (at times) in their own cities. Effective use of the Internet can ease the process by which small hotels can make themselves known to a wide body of people. While large hotels and lodging chains may more easily afford the required investment in technology that is required to develop and maintain an Internet presence, it is possible for small to develop an Internet presence that is also cost-effective (Evans, Bohrer, and Richards, 2000).
The major problem faced by small hotels in relation to establishing an Internet presence is the development of a Web site that is easily accessible, easily used, effective in developing interactive relationships with consumers, and productive for the small hotel in the generation...