Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/63508
Title: An analysis on human personality and hotel web design : a Kohonen network approach
Authors: Leung, R
Rong, J
Li, G
Law, R 
Keywords: Kohonen Networks
Big-Five Personality
Web design
Clustering
User behavior
Issue Date: 2011
Publisher: Springer
Source: In R Law, M Fuchs & F Ricci (Eds.), Information and communication technologies in tourism 2011 : proceedings of the International Conference in Innsbruck, Austria, January 26-28, 2011, p. 573-585. Wien ; New York: Springer, 2011 How to cite?
Abstract: 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.
URI: http://hdl.handle.net/10397/63508
ISBN: 9783709105030 (electronic bk.)
9783709105023 (print)
DOI: 10.1007/978-3-7091-0503-0_46
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