A Study of Chinese and International Online User Perceptions of Hotel Websites’ Usefulness

Abstract

Abstract The unprecedented growth of China’s online market renders more online Chinese users to use the Internet to search and purchase tourism related services and/or products. Hence, it is crucial to understand China’s online users and how they act as compare to international users. The aim of this research is to compare the difference in perceptions of functionality and usability between Mainland China and international online users on the usefulness of hotel websites. Empirical findings revealed that the two groups of users do not exhibit significant differences in perceptions in most of the included attributes. Additionally, many users would like to use weblog or social network to share their travel experiences. Findings of this study would be of use to readers for better understanding the Chinese online users. Industrial practitioners may consider using the recommendations to improve their websites.