The Use of Internet as a Marketing Tool - Evaluating the Websites of Spain's Top Restaurants

F. J. Miranda, S. Rubio, A. Chamorro, M. S. Janita

Abstract

The haute cuisine catering sector in Spain is faced with two facts that underscore the importance today of their presence on the Internet. On the one hand, the quality and recognition of Spanish cuisine are fostering the development of culinary tourism, both domestic in origin and from abroad. And on the other, an ever greater proportion of tourists are using the Internet to obtain information and make decisions about activities to include in their trips. Given this context, the present work describes a comparative analysis of the Websites of Spanish restaurants which have at least one Michelin star in order to assess the quality of those Web pages and provide some guidance to their designers to facilitate their use as a marketing tool. The instrument used is the Web Assessment Index (WAI). This has been validated in other studies in the literature, and measures the quality of a Website based on 4 dimensions: visibility, speed, navigability, and content. The results showed the quality of the Website to be positively correlated with the category of the corresponding restaurant.

References

  1. Baggio, R., 2003. A Websites analysis of European tourism organizations. Anatolia, 14 (2), 93-106.
  2. Baggio, R., Corigliano, M. A. and Tallinucci, V., 2007. The websites of a tourism destination: A network analysis. ENTER2007 - 14th International Conference on Information Technology and Travel and Tourism January 24th - 26th, 2007 - Ljubljana, Slovenia.
  3. Bai, B., Law, R. and Wen, I., 2008. The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27 (3), 391-402.
  4. Baloglu, S. and Pekcan, Y. A., 2006. The website design and Internet site marketing practices of upscale and luxury hotels in Turkey. Tourism Management, 27, 171-176.
  5. Benckendorff, P. J. and Black, N L., 2000. Destination marketing on the Internet. A case study of Australian Regional Tourism Authorities. The Journal of Tourism Studies, 11(1), 11-21.
  6. Blanca Hernández, Julio Jiménez, M. José Martín, 2009. Key website factors in e-business strategy. International Journal of Information Management, 29 (5).
  7. Buenadicha, M, Chamorro, A., Miranda, F. J. and González, O. R., 2001. A new Web Assessment Index: Spanish universities analysis. Internet Research: Electronic Networking Applications and Policy, 11 (3).
  8. Cao, M., Zhang, Q. and Seydel, J., 2005. B2C e-commerce web site quality: An empirical examination. Industrial Management and Data Systems, 105(5), 645-661.
  9. Chan, A. and Law, R., 2006. Hotel website optimization: The case of Hong Kong. In: Hitz, M., Sigala, M. and Murphy, J. (eds.), Information and Communication Technologies in Tourism. Springer, Vienna, 60-73.
  10. Cheung, W. M. and Huang, W. (2002. An investigation of commercial usage of the World Wide Web: a picture from Singapore. International Journal of Information Management, 22, 377-388.
  11. Chiang, C. and Jang, S. S., 2007. The effects of perceived price and brand image on value and purchase intention: Leisure travelers' attitudes toward online hotelbooking. Journal of Hospitality Marketing and Management, 15(3), 49-69.
  12. Chiou, W., Lin, C. and Perng, C., 2010. A strategic framework for website evaluation based on a review of the literature from 1995-2006. Information and Management, 47, 282-290.
  13. Dabas, S. and Manaktola, K., 2007. Managing reservations through online distribution channels: An insight into mid-segment hotels in India. International Journal of Contemporary Hospitality Management, 19(5), 388-396.
  14. Gregory, A., Wang, Y. and DiPietro, R. B., 2010. Towards a functional model of website evaluation: A case study of casual dining restaurants. Worldwide Hospitality and Tourism Themes, 2 (1), 68-85.
  15. Hall, C. Michael and Mitchell, Richard, 2001. Wine and Food in Tourism. John Wiley and Sons. Brisbane, Australia.
  16. Hernández, B., Jiménez, J. and Martín, M. J., 2010. Efecto de la calidad de un sitio web sobre el tráfico recibido. El caso de la banca electrónica en España. Information Research, 15(2), paper 429.
  17. Hoffman, D. L. and Novak, T. P., 1996.Marketing in hypermedia computer mediated environments: Conceptual foundations. Journal of Marketing, 60, 50- 68.
  18. Huizingh, E., 2000. The content and design of web sites: An empirical study. Information and Management, 37, 123-134.
  19. Ignatov, E. and Smith, S., 2006. Segmenting Canadian culinary tourists. Current Issues in Tourism, 9 (3), 235-255.
  20. Kaplanidou, K. and Vogt, C., 2006. A structural analysis of destination travel intentions as a function of website features. Journal of Travel Research, 45 (2), 204-216.
  21. Kozac, M., Bigné, E. and Andreu, L., 2005. Web-based national tourism promotion in the Mediterranean area. Tourism RevWAI, 60 (1), 6-11.
  22. Law, R., 2007. A fuzzy multiple criteria decision-making model for evaluating travel websites. Asia Pacific Journal of Tourism Research, 12(2), 147-159.
  23. Law, R. and Bai, B., 2008. How do the preferences of online buyers and browsers differ on the design and content of travel websites? International Journal of Contemporary Hospitality Management, 20(4), 388- 400.
  24. Law, R. and Cheung, C., 2006. A study of the perceived importance of the overall web-site quality of different classes of hotels. International Journal of Hospitality Management, 25(3), 525-531.
  25. Law, R., Qi, S. and Buhalis, D., 2010. Progress in tourism management: A review of website evaluation in tourism research. Tourism Management, 31(3), 297- 313.
  26. Liang, C.-J. and Chen, H.-J., 2009. A study of the impacts of website quality on customer relationship performance. Total Quality Management, 20(9), 971- 988.
  27. Liu, C., Arnett, K., Capella, L. and Beatty, R., 1997. Web sites of the Fortune 500 Companies: Facing customers through home pages. Information and Management, 31, 335-345.
  28. Liu, C.-T., Du, T.-C., and Tsai, H.-H., 2009. A study of the service quality of general portals. Information and Management, 46(1), 52-56.
  29. Merwe, R. v. d. and Bekker, J., 2003. A framework and methodology for evaluating e-commerce Web sites. Internet Research: Electronic Networking Applications and Policy, 13(5), 330-341.
  30. Ministerio de Industria, Comercio y Turismo, 2010. Análisis de la demanda de turismo enogastronómico en España.
  31. Miranda, F. J. and Bañegil, T. M., 2004. Quantitative evaluation of commercial web sites: An empirical study of Spanish firms. International Journal of Information Management, 24(4), 313-318.
  32. Miranda, F. J., Cortés, R. and Barriuso, C., 2006. Quantitative evaluation of e-banking Web sites: An empirical study of Spanish banks. The Electronic Journal Information Systems Evaluation, 9(2), 73-82.
  33. Miranda, F. J., Sanguino, R. and Bañegil, T. M., 2009. "Quantitative assessment of European municipal web sites: Development and use of an evaluation tool", Internet Research, 19(4), 425-441.
  34. Miranda, F. J., Chamorro, A., Valero, V. and Maestre, J., 2010."Quantitative Assessment of Football Web Sites: An Empirical Study of the Best European Football Club". Journal of Service Science and Management, 3(1), 110-116.
  35. Morosan, C. and Jeong, M., 2008. Users' perceptions of two types of hotel reservation web sites. International Journal of Hospitality Management, 27(2), 284-292.
  36. Murphy, J., Forrest, E. J., Wotring, C. E., and Brymer, R. A., 1996. Hotel management and marketing on the Internet. The Cornell Hotel and Restaurant Administration Quarterly, 37(3), 70-82.
  37. Muylle, S., Moenaert, R. and Despontin, M., 1998. Introducing Web site user satisfaction: An integration of a qualitative pilot study with related MIS research. Working paper, Owen Graduate School of Management, Vanderbilt University, Nashville.
  38. Noone, B. M. and Mattila, A. S., 2009. Hotel revenue management and the Internet: The effect of price presentation strategies on customers' willingness to book. International Journal of Hospitality Management, 28(2), 272-279.
  39. Rong, J., Li, G. and Law, R., 2009. A contrast analysis of online hotel web service purchasers and browsers. International Journal of Hospitality Management, 28(3), 466-478.
  40. Schmidt, S., Cantallops, A. S., dos Santos, C. P., 2008. The characteristics of hotel websites and their implications for website effectiveness. International Journal of Hospitality Management, 27 (4), 504-516.
  41. Shchiglik, C. and Barnes, S., 2004. Evaluating website quality in the airline industry. The Journal of Computer Information Systems, 44(3), 17-25.
  42. Sigala, M., 2001. Modeling e-marketing strategies: Internet presence and exploitation of Greek hotels. Journal of Hospitality and Tourism Marketing, 11(2/3), 83-97.
  43. Wan, C. S., 2002. The web sites of international tourist hotels and tour wholesalers in Taiwan. Tourism Management, 23, 155-160.
  44. Wang, K., Cheng, S. and Huang, C., 2004. The effects of webpages on customer satisfaction: A restaurant case study. Advances in Hospitality and Leisure, 1, 217- 229.
Download


Paper Citation


in Harvard Style

J. Miranda F., Rubio S., Chamorro A. and S. Janita M. (2012). The Use of Internet as a Marketing Tool - Evaluating the Websites of Spain's Top Restaurants . In Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012) ISBN 978-989-8565-23-5, pages 109-114. DOI: 10.5220/0004029001090114


in Bibtex Style

@conference{ice-b12,
author={F. J. Miranda and S. Rubio and A. Chamorro and M. S. Janita},
title={The Use of Internet as a Marketing Tool - Evaluating the Websites of Spain's Top Restaurants},
booktitle={Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012)},
year={2012},
pages={109-114},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004029001090114},
isbn={978-989-8565-23-5},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012)
TI - The Use of Internet as a Marketing Tool - Evaluating the Websites of Spain's Top Restaurants
SN - 978-989-8565-23-5
AU - J. Miranda F.
AU - Rubio S.
AU - Chamorro A.
AU - S. Janita M.
PY - 2012
SP - 109
EP - 114
DO - 10.5220/0004029001090114