Present and future hotel website marketing activities: Change propensity analysis [Summary]
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The objective of this study is to examine and predict website marketing activities of US hotels. An online survey is conducted to collect data from members of three major hotel associations located in the US. Change propensity analysis is utilized to evaluate future trends in website marketing activities. The results demonstrate that current website exploitation by the US hotels is relatively limited, with a focus on information dissemination. It is suggested that a number of transaction and relation-building activities will emerge in the near future. Implications based on the results are discussed.