1. A contrast analysis of online hotel web service purchasers and browsers Presenter: Hsin-Pei Pan Instructor: Dr. Pi-Ying Hsu Date: 2010/04/20

2. Rong, J., Li, G., & Law, R. (2009). A contrast analysis of online hotel web service purchasers and browsers. International Journal of Hospitality Management, 28 , 466-478.

5. Introduction Hotel website users (Law & Hsu, 2006) Browsers (lookers) Purchasers (buyers)

6. Introduction Online purchasers of travel websites viewed quality information, purchase information and service/product information significantly more important than browsers. (Law & Bai, 2008)

7. Introduction Segmentation refers to the process of forming groups of people that are homogenous in terms of demand elasticity and accessible via marketing strategies. (Brey, et al., 2007)

9. Methodology Hong Kong International Airport Online purchasers 238 respondents Online browsers 66 respondents

10. Methodology First section Demographic information Second section Perceived importance of specific dimensions and attributes of hotel websites. Third section Perceptions of the importance of these dimensions and attributes when they considered making online purchase of hotel rooms in different hotel categories. 7-point Likert Scale

11. Methodology Self-organizing maps (SOMs)

12. Results

13. Results

14. Results Purchasers Browsers Western Asian

16. Reflection Detailed explanations of the methodology. Shows clear tables of the results .

18. Thanks for your listening.