An analysis on human personality and hotel web design : a Kohonen network approach

R. Leung, J. Rong, G. Li, Chun Hung Roberts Law

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic research


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.
Original languageEnglish
Title of host publicationInformation and communication technologies in tourism 2011 : proceedings of the International Conference in Innsbruck, Austria, January 26-28, 2011
Number of pages13
ISBN (Electronic)9783709105030
ISBN (Print)9783709105023
Publication statusPublished - 2011
EventInternational Conference on Information and Communication Technologies in Tourism -
Duration: 1 Jan 2011 → …


ConferenceInternational Conference on Information and Communication Technologies in Tourism
Period1/01/11 → …


  • Kohonen Networks
  • Big-Five Personality
  • Web design
  • Clustering
  • User behavior

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