A TWO-LEVEL EVALUATION OF MOBILE TRAVEL WEBSITES USING THE VISITOR EXPERIENCE AND THE BRAND PRESENTATION

Mary Beth McCabe and Richard Weaver

International Journal of Management and Marketing Research, 2020, vol. 13, issue 1, 23-34

Abstract: With global mobile phone usage at an all-time high, people are traveling and making travel plans on their wireless devices while on the go. This research looks at how travel websites present their offerings on smartphones. It considers the promotion and, more specifically, the branding of the travel industry leaders from a consumer’s mobile phone. The authors explored how the travel websites present and promote on mobile devices and the difference between these travel offerings when viewed on mobile websites. This study considered that shopping for airfare and hotel rooms was within a few clicks on anyone’s mobile phone today. The researchers considered the best practices and recommendations for mobile users and the top ten companies providing this experience. The researchers reviewed Expedia Group and Booking Holdings (formerly Priceline) families of travel brands, as well as other top brands’ mobile websites. The websites were evaluated using criteria from a recent rubric of digital marketing in a service industry. The presentation of the brands on these mobile websites was then evaluated using a custom set of criteria to rate their achievement in this area. In both areas of the criteria, the Expedia family of brands was rated the highest

Keywords: Branding; Websites; Mobile; Marketing; Travel Marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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