Measuring the Global Readiness of Airline Websites: Are They Speaking the World’s Languages?

Peter O’Connor and Zaheer A. Shaik ()
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Peter O’Connor: ESSEC Business School
Zaheer A. Shaik: ESSEC Business School

A chapter in Information and Communication Technologies in Tourism 2014, 2013, pp 609-620 from Springer

Abstract: Abstract As global companies, airlines need to be able to cater to global audiences, particularly through online channels. The Global Readiness Index (GRI) has been developed to quantitatively measure the level of preparedness of online companies to service diverse international audiences. The concept has previously been tested on general ecommerce and hotel websites. This study modifies and extends the GRI by adopting a weighted approach for the language parameter to take into account the relative importance of alternative language versions in different markets. The resulting model is tested using a random sample of the websites of 100 airlines.

Keywords: Global readiness index; Airline; Website; Glocalization; Languages (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-03973-2_44

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DOI: 10.1007/978-3-319-03973-2_44

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