The main purpose of this thesis is to investigate the influence on the user of interactivity, a well-organized content display and ease of use during navigation, and the relationship between this and their trust in the website and intentions to make a booking.
This study has tested and compared the old version of a website with the new one, by conducting an online survey sent to real clients of the Barceló Hotel Group (an international hotel chain based in Spain), and thereby tested the hypotheses and the research question proposed. The methodology used in the study was to first conduct a survey using 357 respondents. These users booked using the old version of the website (n=195) and the new website (n=162).
The users participated in the online survey were asked to evaluate online visual fluency, navigation, trust in the website, the intentions of booking and their general attitudes toward the website of this hotel chain. The analysis of the two websites was conducted through rigorous data analysis using R software to demonstrate that a website with a better and clearer online visual fluency and ease of use improves trust in the website and the willingness to book for a user.
In light of everything explained in the previous paragraph, the main conclusion from my point of view is that it is crucial for a hotel to have a website that influences trust towards it in a positive way. The study affecting the CX variables (i.e. online visual fluency and ease of use of a website affects to a high degree the level of trust in a particular website) is clearly demonstrated in this study. According to much of the literature reviewed, this is in part based on the theory of flow and this part of the thesis contributes to the existing literature review by adding a practical example from the hospitality industry, including the variable trust toward a hotel and its website combined with the variables online visual fluency as perceived by the consumer and the navigation of its website.To conclude, the study enriches the stream of research in the hospitality industry on customer experience, by incorporating the variable trust and a set of variables that can help managers who are considering the construction of a new website.Keywords
Web interactivity, online visual fluency, website ease of use and trust toward a hotel website.