THE IMPORTANCE OF HOTEL’S WEBSITE PERFORMANCE
FOR GENERATING HIGHER SEARCH ENGINE VISIBILITY

Mislav Šimunić – Sveučilište u Rijeci, Fakultet za menadžment u turizmu i ugostiteljstvu, Primorska 42, p.p.97, 51410 Opatija,
Hrvatska

DOI: https://doi.org/10.31410/EMAN.2020.431


4th International Scientific Conference – EMAN 2020 – Economics and Management: How to Cope With Disrupted Times, Online/Virtual, September 3, 2020, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-30-1, ISSN 2683-4510

Sažetak:

Za veliki broj potencijalnih gostiju nekoga hotela u svijetu upotreba tražilica (Google, Baidu,
Yandex… ovisno o zemljopisnom položaju) još uvijek je uobičajena svakodnevna rutina u fazi prikupljanja
informacija o smještaju. Jedan od glavnih ciljeva web stranica svakog hotela je privući više gostiju
od pretraživača – iz tog razloga važno je postići bolju vidljivost u okviru Internet tražilica. Bolja vidljivost
podrazumijeva višu poziciju u okviru stranica rezultata pretraživanja (SERP- Search Engine Result
Pages). Zbog svakodnevnog eksponencijalnog povećanja sadržaja na Internetu / širom svijeta, često je
teško postići dobru vidljivost tražilice ili osigurati čelnu poziciju na stranicama rezultata algoritamskih/
organskih pretraživanja. Dakle, svrha pisanja ovog rada proizlazi iz sve složenijeg utjecaja i važnosti
algoritama tražilice, umjetne inteligencije i strojnog učenja na vidljivost u okviru Internet tražilica.
Dizajn / metodologija / pristup – Na temelju prethodne / dostupne literature empirijsko je istraživanje
provedeno pomoću jednog od najboljih svjetskih “all in one” softvera za analizu optimizacije na tražilicama – SEMrush.
Rezultati istraživanja pokazuju (1) da je „vidljivosti na google tražilice” (položaj unutar SERP-a) ovisna
o performansama web stranica hotela, te ukazuju (2) da je moguće detektirati i unaprijediti čimbenike
koji determiniraju performanse web stranica hotela, a time i vidljivost na Internet tražilici.
Ograničenja istraživanja odnose se na određeni uzorak istraživanja (hoteli s pet zvjezdica u Hrvatskoj)
i faktor kratkog vremena pri provođenju istraživanja.
U okviru budućih istraživanja trebala bi (1) povećati uzorak istraživanja i (2) istraživački proces treba
proširiti i u kontekstu vremena i u kontekstu količine promatranih varijabli kako bi se pratile promjene
u radu web stranica kroz duže vremensko razdoblje. Na taj bi se način višedimenzionalnom metrikom
osiguralo kvalitetnije utvrđivanje međuovisnosti pojedinih varijabli i omogućilo donošenje relevantnijih
zaključaka.
U praksi, rezultati istraživanja predstavljaju vrlo realne smjernice za primjenu u svakodnevnom poslovanju.

Ključne riječi:

Vidljivost/pozicija Internet tražilice – (SERP), Faktori Google algoritma, Web stranica
hotela, Performanse,Optimizacija.

Abstract:

For the big number of potential hotel guests the use of search engines (Google, Baidu, Yandex…
depending on geographical location) is still usual daily routine when they are in the process of collecting
accommodation information. One of the main goals of each hotel’s web site is to attract more guests from
search engine searchers – that’s why achievement of higher search engine visibility is important. Due to
the daily exponential increase of content on Internet / world wide web, it often becomes difficult to achieve
good search engine visibility or to secure a top position within SERP – Search Engine Result Pages. So, the
purpose of writing this paper is derived from an increasingly complex influence and importance of search
engine algorithms, artificial intelligence and machine learning on search engine visibility.

Design/Methodology/Approach – Based on previous/available literature the empirical research was
realized using SEMrush software.
Research findings indicate (1) that «search engine visibility» (position within SERP) is dependent on the
performance of the hotel’s web site, (2) that is possible to detect and improve the factors that determine
the performance of the hotel web site and improve the search engine visibility.
The limitations of the research relate to a specific sample of research (five-star hotels in Croatia) and
a short time factor when conducting research.
Future research should certainly (1) increase the research sample and (2) the research process should
be extended in order to monitor web site performance changes over a longer period of time.
In practical terms the research results represent guidelines for application in business.

Keywords:

Search engine visibility – SERP – (Search Engine Result Pages), Google algorithm factors,
Hotel website, Performance.

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