| Transformation of Price (TPri)
Item (8) is characterized as low sophistication because it involves static pages displaying different types of rooms on offer and their prices. Whereas Items (9, 10, 11, and 12) are classified as high sophistication because, their provision requires the exploitation of networking, informalization and interactivity capabilities of the internet to regularly change their prices online depending on demand, guest profiles, and/or give customers the opportunity to negotiate room rates online.
Transformation of Place (TPla)
The items (13 and 14) are characterized as low sophistication because they involve the use of simple internet tools to receive email request for bookings and promote hotel web site on the internet through listing on search engines and informediaries. Items (15 and 16) which includes the provisions of online bookings and secure payments are classified as high sophistication as their provision requires the use of higher and more complex technological functionality (Wen, et al., 2001; Zott, et al., 2000)
Transformation of Promotion (TPromo)
Items (17 and 18) reflecting the use of the Internet for advertising and for the provision of online promotions are classified as low sophistication since it involves the use of generic or simple Internet tools, whereas items (19 and 20) were characterized as high sophistication because they fully exploit the interactivity and connectivity capabilities of the internet.
Transformation of Customer Relations (TCR)
All the items (21, 22, 23, 24, and 25) of the customer relation dimension are classified as high sophistication because to make use of them it requires the use of advanced technological tools to exploit the interactivity, connectivity and convergence capabilities of the internet
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