Page 311 - MARSIUM'21 COMP OF PAPER

Intan Yusniza (2022)
technology advancements. After registering as a guest on a hotel website, customers can book and pay for their stay in minutes.
Customers are asking for this quick way of providing services, which is similar to self-service. Because all transactions must be
completed by depositing the amount, the approach is simpler and safer. As a result, the website must include a direct link to their bank
accounts as well as a payment method to accommodate consumers who use multiple currencies. Customers are stated to make
reservations, and once money is received, a notice is given through email, text, or phone call. For any customers, both domestic and
international, the process is simple and enjoyable.

2.1 ISSUE AND CONTEXT

The travel agency is an important part of the travel industry since it meets consumers' needs, such as making hotel
reservations, when they are needed. Customers and travel agents communicate through travel agencies. Because of the
internet's participation, this intermediary has evolved into an online travel agency. The internet has had a significant impact
on this middleman. Tourism may quickly access information on the internet and make informed hotel reservations. The impact
of internet development on hotel distribution and the price of their products, as well as on hotel services, has been enormous.
It has been demonstrated that tourism distribution has been automatically transitioning into the current era from the
conventional period of the World Wide Web. It is commonly used by customers to look up information on service and cost.
Travelers may now simply research airfare and lodging rates, as well as compare costs among hotels. Travelers can quickly
finish their bookings online once they are happy.
A travel agency acts as a liaison between clients and travel industry suppliers, allowing customers to acquire useful
information and help about their travel destination. Nowadays, companies provide internet services for booking airline tickets
and hotel reservations. Travelers frequently go to their website and make decisions about their travel costs and amenities
without having to waste time going to the airport. Importantly, the internet travel agency just provides information; no tangible
things are offered. A third-party distributor, often known as an internet wholesaler, is another name for this type of travel
business. The existence of the internet has both beneficial and negative consequences in the travel sector, which cannot be
denied. The internet has a beneficial impact since it is user-friendly, provides consumer happiness, and is less expensive. The
internet allows online travel agencies to promote their services in a reasonable and cooperative manner. As a result, no service
providers or specific personnel are required for customer assistance. As a result, improvements in online booking or
reservation systems must be considered, as a large number of consumers rely on these systems these days. The internet travel
firm specializes in online hotel reservations, automobile rentals, and other tourism-related services.

2.2 WEBSITE EVALUATION

Website evaluation is defined as finding the right and comprehensive set of user requirements, as well as assuring website
performance in terms of providing relevant information that meets user expectations and establishing usability goals.
According to the available literature, website evaluation should be done along the axes of functionality and usability. The
quality information, which includes the website content, is referred to as website functionality. For example, Nielsen (1993,
p1) Learnability, efficiency, memorability, low error rate, and satisfaction were the five qualities used to assess usability. Then
there's language, layout, and graphics, information, user interface and navigation, and overall usability. Through the hotel's
website's instant messaging capability, customers can communicate with hotel staff. As a result, the basic features have become
outmoded and insufficient for practitioners to assess website performance in order to develop website evaluation metrics.
Hotel websites are likely to become dynamic in the near future as a result of Big Data, adapting on-the-fly and providing
individualized information to each customer. The same hotel will have several websites (information) available to different
customers. When a person uses Google to search for anything, it is now common for getting some information, connected to
past searches or websites that he or she visited to surface. Hotel websites are predicted to become dynamic as Big Data
becomes more widely adopted, i.e., they will adjust to the consumer's digital profile/footprint on-the-fly, providing
individualized information to each customer. In the not-too-distant future, each customer will have his or her own hotel-
specific information.

2.3 WEBSITE MEASUREMENT

Website measurement is required to monitor and improve the quality of the website, as well as to evaluate the website
using both expert and user-focused methodologies. A website is a collection of online pages that share a common theme, such
as a person, company, or organization. There are numerous approaches for evaluating a website. Usability is one of the major
factors that determine the successfulness of the website. Second is about website quality. How the website has a good
engagement with the visitors. Website functionality is also important for example for the hotel company it is more important
to put all the information into the website also the feature.

2.4 HYPOTHESIS DEVELOPMENT

2.4.1 WEBSITE FUNCTIONALITY

Website functionality refers to what a website can and cannot accomplish, as well as how it functions. It covers
everything from the actions that a user can take to the dynamic material and interactivity. The appropriate

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