Relevance of the features regarding the performance of booking websites

Abstract

Nowadays, the tourists increasingly prefer to plan their travels using online search engines, to the detriment of classical travel agencies. A well-designed and well-managed booking website can satisfy the tourists’ needs, whereas a less intuitive one can make them dissatisfied. The search engine developers cannot develop an effective and efficient booking website which satisfies the users’ needs, creates a favorable experience for them, and influences their intention to purchase, without understanding the users’ needs regarding the search engines attributes and features. This study applies a quantitative research, collects primary data, and investigates how booking websites can move from a basic to a sophisticated online presence. The aim of the analysis is to provide an insight regarding the tourists’ preferences and their interface needs, as well as the filters and the options that may help them find the most relevant results for the chosen destinations. The study develops a comprehensive performance evaluation model for booking websites using specific attributes and features of the tourism industry. This model includes usability and functionality dimensions that have been identified by analyzing six booking websites, three used at the international level (Booking, Priceline, and Hotwire) and three used only in Romania (Vola, Infoturism, and Carta), and correlated with the customers’ needs regarding booking websites and hotel website evaluation. The results are useful for booking website developers and can be used to adapt their user interfaces, making them far more user-friendly. Suggestions are made regarding how to improve the performance of booking websites and potential ways for future research are discussed.