An Analysis on Human Personality and Hotel Web Design: a Kohonen Network Approach

  • Rosanna Leung
  • Jia Rong
  • Gang Li
  • Rob Law


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.


Kohonen Networks Big-Five Personality web design clustering user behavior 


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Copyright information

© Springer-Verlag/Wien 2011

Authors and Affiliations

  • Rosanna Leung
    • 1
  • Jia Rong
    • 2
  • Gang Li
    • 2
  • Rob Law
    • 1
  1. 1.School of Hotel and Tourism ManagementHong Kong Polytechnic UniversityHong Kong SARChina
  2. 2.School of Information TechnologyDeakin UniversityMelbourneAustralia

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