A Comparative Genre Analysis of Boutique Hotel Webpages in Thailand and New Zealand

<p>This study analyses the characteristics of boutique hotel websites in Thailand and New Zealand as a genre. The study has four main objectives: 1) to identify moves and steps of English boutique hotel websites in Thailand and New Zealand, 2) to examine visual images presented on boutique hotel websites in Thailand and New Zealand, 3) to compare and contrast the move structures and visual images of these websites, and 4) to explore contextual factors which influence the variation between move structures and the representation of visual images of these websites. Despite the increasing popularity of boutique hotels, there exists almost no research analysing these webpages as a genre. While studies have presented a general overview of the appearance and the popularity of the boutique hotel phenomenon, textual and visual analysis of boutique hotels remains under-investigated. Moreover, cross-cultural studies of hotel webpages are also limited. Bhatia’s (1993) and Kress and van Leeuwen’s (2006) frameworks were adopted to investigateand analyse the genre of boutique hotel webpages. Bhatia’s (1993) model was used to explore textual and ethnographic perspectives. Kress and van Leeuwen’s (2006) visual analysis model was adopted to examine the ways in which visual images are depicted and organised in these hotel online advertisements. In addition to textual and visual analysis, interviews with hotel owners, managers, web designers, and web audiences were conducted. The purpose of these interviews was to explore the intentions and practices influencing the shape of the design and organisation of the hotel websites as a genre. Finally, using the frameworks of Bhatia (1993) and Kress and van Leeuwen (2006), the analysis of move structures and the visual design between the hotel webpages in the Thai and New Zealand datasets were compared. This analysis shows minor variations across the two datasets in both textual and visual elements. The differences in terms of move structures between these two cultures are subtle, conforming to the same conventionality inherent within the respective genre, as it connects to their social context and functions. Consequently, my analysis opposes the notion that genre is cultural, proposed by Crossley (2007); Hyland (2000); and Mauranen (1993). In regards to register analysis, the web designers in both cultures used similar distinctive lexico-grammatical features to persuade and engage the web audiences such as the personal pronoun you and we, imperatives, adjectives. Only the use of adjectives exhibits major differences, which reflects the uniqueness in a provision of services and facilities within these two countries. This study posits that the influential factors responsible for variation between these two datasets are a result of how the websites market their hotels and how the hotels operate. However, the interview data with the hotel owners and web designers did not clearly illustrate how they establish generic conventions and develop distinctive lexico-grammatical features. My participants suggested that they used their intuition or consulted other hotel webpages, in which they share a similar theme or concept when they developing their webpages. In regards to the visual representation, the findings show that the depiction of the visual elements across the two countries generally does not differ. Rather, they seem to be reflect a homogeneous genre because they conform to the same practices. That is to say, the designs of thehotel webpages have their own integrity, in which the web designers usually follow. From a genre perspective, these similarities in terms of a representation of move structures and visual images between these two cultures are seen as either a recurring situation or reproduction of generic conventions of a particular genre, which is considered as a social action within a discourse community.</p>

A Comparative Genre Analysis of Boutique Hotel Webpages in Thailand and New Zealand

<p>This study analyses the characteristics of boutique hotel websites in Thailand and New Zealand as a genre. The study has four main objectives: 1) to identify moves and steps of English boutique hotel websites in Thailand and New Zealand, 2) to examine visual images presented on boutique hotel websites in Thailand and New Zealand, 3) to compare and contrast the move structures and visual images of these websites, and 4) to explore contextual factors which influence the variation between move structures and the representation of visual images of these websites. Despite the increasing popularity of boutique hotels, there exists almost no research analysing these webpages as a genre. While studies have presented a general overview of the appearance and the popularity of the boutique hotel phenomenon, textual and visual analysis of boutique hotels remains under-investigated. Moreover, cross-cultural studies of hotel webpages are also limited. Bhatia’s (1993) and Kress and van Leeuwen’s (2006) frameworks were adopted to investigateand analyse the genre of boutique hotel webpages. Bhatia’s (1993) model was used to explore textual and ethnographic perspectives. Kress and van Leeuwen’s (2006) visual analysis model was adopted to examine the ways in which visual images are depicted and organised in these hotel online advertisements. In addition to textual and visual analysis, interviews with hotel owners, managers, web designers, and web audiences were conducted. The purpose of these interviews was to explore the intentions and practices influencing the shape of the design and organisation of the hotel websites as a genre. Finally, using the frameworks of Bhatia (1993) and Kress and van Leeuwen (2006), the analysis of move structures and the visual design between the hotel webpages in the Thai and New Zealand datasets were compared. This analysis shows minor variations across the two datasets in both textual and visual elements. The differences in terms of move structures between these two cultures are subtle, conforming to the same conventionality inherent within the respective genre, as it connects to their social context and functions. Consequently, my analysis opposes the notion that genre is cultural, proposed by Crossley (2007); Hyland (2000); and Mauranen (1993). In regards to register analysis, the web designers in both cultures used similar distinctive lexico-grammatical features to persuade and engage the web audiences such as the personal pronoun you and we, imperatives, adjectives. Only the use of adjectives exhibits major differences, which reflects the uniqueness in a provision of services and facilities within these two countries. This study posits that the influential factors responsible for variation between these two datasets are a result of how the websites market their hotels and how the hotels operate. However, the interview data with the hotel owners and web designers did not clearly illustrate how they establish generic conventions and develop distinctive lexico-grammatical features. My participants suggested that they used their intuition or consulted other hotel webpages, in which they share a similar theme or concept when they developing their webpages. In regards to the visual representation, the findings show that the depiction of the visual elements across the two countries generally does not differ. Rather, they seem to be reflect a homogeneous genre because they conform to the same practices. That is to say, the designs of thehotel webpages have their own integrity, in which the web designers usually follow. From a genre perspective, these similarities in terms of a representation of move structures and visual images between these two cultures are seen as either a recurring situation or reproduction of generic conventions of a particular genre, which is considered as a social action within a discourse community.</p>

Examination of Website Language Strategies Adopted by Five-Star Hotels in China: A Corpus Approach

Hotel websites are vital information channels for potential customers. Hence, their readability and attractiveness play a key role in online marketing for hotels. This study attempts to investigate how hotels use language strategies to better market themselves online. This study first proposes an analytical framework on the basis of appraisal theory, which aims to reveal the hidden mechanism by hotels in building interpersonal relationships, and uses such a framework to explore online language strategies used by five-star hotels in China. The general language strategy and the corresponding preference in the use of such a strategy amongst hotels are identified. Theoretical contributions and managerial implications are generated on the basis of the findings and analysis. It is among the early studies to modify appraisal theory to analyze tourism and hospitality text data and to adopt the corpus approach to explore the hidden mechanism of language use.

DO GENDER, AGE AND FREQUENCY OF INTERNET ACCESS MATTER ON THE PERCEIVED IMPORTANCE OF HOTEL WEBSITE FEATURES?

Purpose – This study measures the relative importance of hotel website features based on users’ perceptions and analyses the impact of gender, age, and frequency of Internet access on the given importance of features. Our study includes ten features and three hypotheses. Design/methodology/approach – A research questionnaire was developed and distributed to hotel guests. A total of 406 responses were collected. Statistical analysis included paired t-tests and oneway ANOVA. Findings – Results showed that users prioritized information about products and services, bookings and reservations, an easy-to-use website, and contact information. Privacy, design, and information on the surroundings were also important features. Customer feedback options, corporate information, and links to social media sites were ranked as significantly less important. Moreover, age and frequency of Internet access have a significant impact on the perceived importance of features, while no differences were found with regard to gender. Originality – Many studies have used web performance tools to measure the performance of hotel websites. However, these studies have not provided guests’ preferences and perceived importance of website features. To our knowledge, no previous research has examined the effect of gender, age, and frequency of Internet access on the perceived importance of hotel website features.

Ratio of the structure of hotel online booking channels and the monitoring of the quality of hotel websites in a multidimensional system

Purpose: The purpose of this paper is to explore the potentials that can positively impact the success of a hotel online business by: (1) exploring the specifics of the internal structure of online booking channels in the hotel business, (2) identifying the value and distribution of the potential to increase hotel bookings through the hotel website, (3) identifying the potential by exploring the space for improving hotel website excellence, and (4) developing an innovative multidimensional metric for monitoring hotel website quality. Methodology: This research was approached in a way that the issue is considered from two aspects. Firstly, the potential to improve the ratio value of the hotel online booking channel structure is observed. The survey in the Republic of Croatia was conducted by regions on a sample of 4* and 5* hotels. Secondly, the potential to improve a hotel business is considered as the possibility to improve the performance of a hotel website. Results: The research results show the value and distribution of the potential which can be used for a positive impact on the hotel business. Furthermore, the use of the presented multidimensional metric model allows a clear recognition of the potential for the hotel website quality improvement. Conclusion: It can be concluded that both aspects of the potential research (in addition to the research findings), open up numerous possibilities for conducting similar or more complex analytical procedures and a new empirical research.

Staff training and development: A comparative analysis of national hotels in Serbia and international hotel chains

Having a qualified and trained workforce is an imperative for operating in the hotel management and tourism industry. Companies should show they care about their employees by giving them opportunities for promotion and development. The aim of this paper is to compare the staff training and development programs in the national hotels in Serbia with programs in international hotel chains. In order to achieve a predefined goal, we used the method of comparative analysis. Data for analysis were collected by researching the existing literature, the official hotel websites and interviewing managers in national hotels in Serbia. The results indicate that the staff training and development programs are more advanced in the international hotel chains. Management in the national hotels in Serbia is determined to follow different staff training and development programs. However, they should invest more in establishing more programs, especially those aimed at their staff's development which they can copy from the international hotel chains. The results of this research can be useful to hotel managers in the creation process of their own innovative staff training and development programs.

Evaluating hotel websites through the use of fuzzy AHP and fuzzy TOPSIS

Purpose The purpose of this study is to develop a useful, effective and comprehensive approach to facilitate the evaluation of hotel websites. Design/methodology/approach The paper examines the literature evaluating e-commerce sites, particularly that is focused on hotel, tourism and travel. Moreover, 5 criteria and 19 sub-criteria are identified, and a two-step method is proposed for the assessment of hotel websites whereby the global weights of the proposed criteria are determined by the fuzzy analytic hierarchy process, and hotel websites are ranked through the fuzzy technique for order preference by similarity to ideal situation. Findings The results show that the leading criteria to effectively evaluate hotel websites are trust and information quality and that the most important sub-criteria are special discounts, assurance and reservation information. Practical implications This research offers practical advice to increase understanding of the determinants of an effective hotel website so that appropriate strategies can be developed to convert a website visitor into a customer. Originality/value The study aims to contribute to businesses operating in the tourism sector which seeks to increase the effectiveness of their websites by identifying criteria and proposing a methodology for hotel website evaluation.

An Integrated Fuzzy Best-Worst-TOPSIS Method for Evaluation of Hotel Website and Digital Solutions Provider Firms

In todayʼs world where technology is rapidly evolving, hotels need to be the best in all conditions to be one step ahead of other competitors. Digital marketing and hotel website solutions play a lead role in this competition. Therefore, hotel websites need to be innovative, user-friendly, and descriptive. The main purpose of the study is to evaluate and rank potential hotel websites and digital solutions provider firms. Since there are various potentially competing quantitative and qualitative criteria to take into consideration in the decision-making process, a multicriteria decision-making (MCDM) method is needed. As the MCDM method, fuzzy best-worst method (FBWM) is integrated with the Fuzzy Technique for Order Preference by Similarity to Ideal Solution (F-TOPSIS). In this integration, FBWM is applied to determine fuzzy evaluation criteria weights and then F-TOPSIS is implemented to rank alternatives utilizing the obtained fuzzy weights. A case study is presented, where 4 alternative hotel websites and digital solutions provider firms for Paloma Hotels in Turkey are evaluated based on 9 criteria by 3 hotel managers.