PurposeThis paper aims to investigate the temporal dynamics of users browsing activity on a hotel... more PurposeThis paper aims to investigate the temporal dynamics of users browsing activity on a hotel website in order to derive effective marketing strategies and constantly improve website effectiveness. Users' activities on the hotel's website on yearly, monthly, daily and hourly basis are examined and compared, demonstrating the power of informatics and data analytics.Design/methodology/approachA total of 29,976 hourly Weblog files from 1 August 2014 to 31 December 2017 were collected from a luxury hotel in Hong Kong. ANOVA and post-hoc comparisons were used to analyse the data.FindingsUsers' browsing behaviours, particularly stickiness, on the hotel website differ on yearly, monthly, daily and weekly bases. Users' activities increased steadily from 2014 to 2016, but dropped in 2017. Users are most active from July to September, on weekdays, and from noon to evening time. The month-, day-, and hour-based behaviours changed through years. The analysis of big data dete...
Hospitality and tourism practitioners and researchers need to understand e-consumer behaviors to ... more 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.
PurposeThis paper aims to investigate the temporal dynamics of users browsing activity on a hotel... more PurposeThis paper aims to investigate the temporal dynamics of users browsing activity on a hotel website in order to derive effective marketing strategies and constantly improve website effectiveness. Users' activities on the hotel's website on yearly, monthly, daily and hourly basis are examined and compared, demonstrating the power of informatics and data analytics.Design/methodology/approachA total of 29,976 hourly Weblog files from 1 August 2014 to 31 December 2017 were collected from a luxury hotel in Hong Kong. ANOVA and post-hoc comparisons were used to analyse the data.FindingsUsers' browsing behaviours, particularly stickiness, on the hotel website differ on yearly, monthly, daily and weekly bases. Users' activities increased steadily from 2014 to 2016, but dropped in 2017. Users are most active from July to September, on weekdays, and from noon to evening time. The month-, day-, and hour-based behaviours changed through years. The analysis of big data dete...
Hospitality and tourism practitioners and researchers need to understand e-consumer behaviors to ... more 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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Papers by Richard Hatter