호텔 웹 사이트의 검색엔진 최적화 평가모형 개발 및 수준 비교에 대한 연구

Search Engine Optimization Model Development and Comparison of Hotel Web Sites

To maximize the web visibility, hotels need strategies to boost their ranking on search engine results. To address this need our study developed the search engine optimization(SEO) evaluation model and compared the level of search engine optimization of hotels' web sites. First, based on the previous literature, eight factors such as title tag, meta tag, header tag, URL, alt tag, flash, robots. txt, site map were incorporated into the SEO evaluation model. Then, 4 local and 54 international web sites were compared in terms of the eight factors. Results showed that local hotel scores were higher than those of international hotels in terms of header tag, URL, and site map. In contrast, international hotels were far ahead in terms of all the other important factors. This implies that local hotels need to upgrade their web sites from the SEO perspective.