Time-varying browsing behavior of hotel website users
Keywords:
browsing behavior, weblog data, hotel, timeAbstract
Hospitality and tourism practitioners and researchers need to understand e-consumer behaviors to develop successful digital marketing strategies and improve website performance. In particular, “when” a behavioral pattern occurs must be investigated. The present study aims to identify users’ time-varying browsing behavior on hotel website by use of weblog data collected from a hotel (a major tourist destination) in Hong Kong. The daily and hourly visitor numbers, number of pages viewed, and average visit duration are compared using one-way ANOVA and Kruskal–Wallis tests. Findings reveal time-varying visitor numbers and various time-varying browsing behaviors. The study extends existing knowledge on e-consumer behavior in hospitality and tourism and provides a new direction for hotel managers in analyzing web users’ behaviors.
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