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

Rosanna Leung, Jia Rong, Gang Li, Rob Law

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review


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 publication Information and Communication Technologies in Tourism 2011
Number of pages13
Publication statusPublished - 2011
Externally publishedYes

Publication series

Name Information and Communication Technologies in Tourism 2011


  • Kohonen Networks
  • Big-five personality traits
  • web design
  • clustering
  • user behavior

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