An Evaluation of Hotel Websites’ Persuasive Characteristics: A Segmentation of Four–Star Hotels in Greece

The principal scope of the study was to investigate the Greek four-star hotels’ Web sites persuasiveness. In more detail, this research classifies four-star hotels in Greece in clusters in accordance with their Web sites’ persuasiveness, utilizing latent class segmentation. Six factors of Web site persuasiveness (informativeness, usability, credibility, inspiration, involvement, and reciprocity) were examined in a sample consisted of 404 four-star hotels’ Web sites. The outcomes gathered permit to portray critical contrasts on persuasiveness level demonstrated by the sites. The outcomes of the class cluster analysis proposed that the two-cluster arrangement was the most consistent. The present study gives proof of current Web pages persuasiveness and correspondence and guidance for its advancement in a particular hotel industry.