| dc.description.abstract | As the global travel market continues to grow, the development of information technology and e-commerce has led to the rise of the tourism industry. Hotel business owners have utilized the Internet to effectively expand marketing channels and customize the information and services for users with varied habitsin an attempt to influence consumer intentions. Also, the Web site is a global management tool. For the international hotel group who owns hotels around the world, how well the Web site provide the consistent nformation and services for worldwide travelers and interactwith worldwidecustomers determines the business opportunities and creates competitive advantages. Therefore, this research aims to study the website designs of global and domestic chain hotels in an attempt to understand how hotels create interactivity and maximize marketing performance through website design and themobile service and social media concept. Based on Baloglu & Pekcan(2006), this study proposed interactivity, navigation, marketing service, functionality, innovativeness, and online processing to the seven dimensions of property assessments in the content analysis. The results of literature review and website content analysiswere then used to design the questionnaire for the interviews targeting domestic and international chained hotel websites’ functions, social media and mobile service concepts, process of development, and overall effect. This research proposes three conclusions： (1) characteristics in the functions of domestic and international chain hotel websites;(2) website functions that affect hotel operations and consumers’ intention to buy and the effects (3) the effectiveness of social media and mobile service. This research contributes the following suggestions for (1) development structure of effective hotel websites (2) social media and mobile service application in hotel website. Through this research, we expect to increase the booking rates of hotels and maximize sales growth and market share through services on the Web withoutlimitations of time and space. Also, bring the hotel owners new ideas for developing their Web site in future. | en_US |