An Evaluation of Turkish Hotel Websites: A New Perspective for eMICA

Abstract

Today, websites have become an important marketing tool for hotel businesses. Therefore, the quality of hotel websites and the content they deliver are important factors that influence the purchasing decisions of potential customers. Investigating these factors involve demonstrating the level of development of hotel websites. Therefore, this study evaluated hotel websites in Türkiye using the Extended Model of Internet Commerce Adoption (eMICA) method. In the study, dissimilar to other studies in the literature, the data was obtained automatically via data scraping using Python programming language and analysed with descriptive analysis techniques. The study results showed that Turkish hotel websites did not have a sufficient degree of maturity. Hotel businesses generally used their websites for promotional purposes rather than as a comprehensive marketing tool. The study also aimed to contribute to the improvement of the eMICA method by adding new criteria.