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The relationship between hotel star rating and website information quality based on visual presentation
Ching-Hsue Cheng1, Ming-Chi Tsai2, Yuan-Shao Chang1
1Department of Information Management, National Yunlin University of Science and Technology, Douliou, Yunlin, Taiwan.
Plos One
|November 2, 2023
Summary
Higher star hotels offer more detailed website information than lower-rated ones. Analysis revealed distinct information quality differences, with star ratings impacting key hotel attributes.
Area of Science:
- Tourism Management
- Information Quality Assessment
- Data Science Applications
Background:
- The hotel industry's reliance on tourism necessitates effective online presence.
- Consumer search behavior is increasingly digital, emphasizing website information.
- Adapting to market changes requires hotels to prioritize website content and quality.
Purpose of the Study:
- To investigate the relationship between hotel star ratings and website information quality.
- To propose a novel methodology integrating data science techniques for this analysis.
- To identify specific website information attributes that differentiate hotel star levels.
Main Methods:
- Utilized Rough Set Theory (RST) for data analysis.
- Applied Principal Component Analysis (PCA) and t-Distributed Stochastic Neighbor Embedding (t-SNE) for dimensionality reduction and visualization.
- Employed attribute performance visualization to compare hotel categories.
Main Results:
- Significant differences in information quality exist between hotels with fewer than two stars and those with four stars or more.
- Higher star-rated hotels provide more comprehensive website information.
- One- and two-star hotels excel in landscape, reply time, restaurant, social media, and compensation information.
- Three- to five-star hotels demonstrate strengths in operational support, compensation, restaurant, traffic, and room information.
Conclusions:
- Hotel star ratings correlate with website information quality and detail.
- Specific website attributes offer competitive advantages for different hotel star categories.
- Findings provide actionable insights for hotel stakeholders to improve online information strategies.
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