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This study analyzed the features offered by the websites of the premium and luxury 42 five star hotels in Saudi Arabia on six regions namely Riyadh, Jeddah, Makkah, Madinah, Abha and Jazan Regions of Saudi Arabia during 2018-19. The study evaluated the hotel websites under study based on eMICA stages of promotion, provision, and processing and also grouped in seven dimensions determined by the advanced content analysis. The study also provided insight into hotel websites characterization framework for consumer‘s information needs on nine parameters as well. It was established from the findings of the study that Saudi Arabian five star hotel websites were yet to utilize the potentiality of their website as a tool for marketing hotel product and services. The aggregate average value of 9 functionality dimensions in this regard was only 36.2 per cent. This is further highlighted with their poor score in reservation functions (2.4%), website functionality (18.8%) and product information (35.9 %). The study found that the development of the most of the hotel websites we studied fell into the second stage of eMICA model, with the exception of Jazan and Abha regions hotels websites, which were in the first stage of development. The study findings hope to aid web marketing of five star hotels for providing the new age customer digital experience for the e-visitors of Saudi Arabian five star premium and luxury hotels.

Website Characterization and Evaluation of the Five Star Hotels in Saudi Arabia Using Advanced Content Analysis and eMICA Framework