An analysis on human personality and hotel web design : a Kohonen network approach

Leung, Rosanna, Rong, Jia, Li, Gang and Law, Rob 2011, An analysis on human personality and hotel web design : a Kohonen network approach. In Law, Rob, Fuchs, Matthew and Ricci, Francesco (ed), , Springer-Verlag, Wien, Austria, pp.573-585.

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Title An analysis on human personality and hotel web design : a Kohonen network approach
Author(s) Leung, Rosanna
Rong, Jia
Li, GangORCID iD for Li, Gang
Law, Rob
Editor(s) Law, Rob
Fuchs, Matthew
Ricci, Francesco
Publication date 2011
Chapter number 46
Total chapters 48
Start page 573
End page 585
Total pages 13
Publisher Springer-Verlag
Place of Publication Wien, Austria
Keyword(s) Kohonen networks
big-five personality
web design
user behaviour
Summary Having an eye catching and attractive website could help hotels to compete in the vigorous online market. This study attempts to examine the relationship between human personality and the web design preferences. Kohonen Networks were adopted to cluster people with similar personality characteristics and identify their differences on web design preferences. Empirical results indicated people with similar personality traits have similar design preferences. For example, to attract those who got high scores in agreeableness, conscientiousness and openness but low score in neuroticism, a web page should start with a language selection page with introductory movie, one large image on the web page showing hotel interior design with hotel guest in the photo, and with background music.
ISBN 9783709105023
Language eng
Field of Research 080109 Pattern Recognition and Data Mining
150603 Tourism Management
Socio Economic Objective 900302 Socio-Cultural Issues in Tourism
HERDC Research category B1 Book chapter
Copyright notice ©2011, Springer-Verlag/Wien
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