📄 Abstract
The hospitality industry increasingly relies on digital technologies to enhance customer engagement, operational efficiency, and organizational competitiveness. Hotel websites have evolved into strategic digital assets influencing customer trust, booking conversion, online visibility, and hotel performance. However, empirical evidence regarding the contribution of website optimization to hotel performance among star-rated hotels in Kenya remains limited, particularly within coastal tourism destinations such as Mombasa County. This study evaluated the impact of website optimization on the performance of star-rated hotels in Mombasa County, Kenya. Specifically, the study examined the influence of website attractiveness, content adequacy, search engine visibility, and loading speed on customer purchase behaviour, repeat purchases, occupancy rates, profitability, and average daily rates. The study was anchored on the Resource Based View Theory and Commitment Trust Theory. A descriptive correlational research design was adopted targeting 90 marketing personnel drawn from 18 classified star-rated hotels in Mombasa County. A census approach was used, and primary data were collected using structured questionnaires measured on a five point Likert scale. Data were analyzed using descriptive statistics, Pearson correlation analysis, and multiple linear regression analysis using SPSS version 26. The findings revealed that website optimization significantly and positively influences hotel performance. Website attractiveness significantly influenced customer purchase behaviour (β = 0.641, p < 0.05), while content adequacy and search engine visibility significantly influenced occupancy rates and repeat purchases (β = 0.687, p < 0.05). Website loading speed significantly influenced profitability and average daily rates (β = 0.598, p < 0.05). The overall regression model explained 55.7% of the variation in hotel performance. The study concludes that website optimization is a strategic digital capability that enhances customer trust, direct bookings, competitiveness, and sustainable hotel performance. The study recommends continuous investment in website management, Search Engine Optimization, digital infrastructure, mobile responsiveness, and customer centred digital experiences.
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📚 How to Cite:
Angore Benedict Mbitha, Ruth Adhoch Odhiambo , EVALUATING THE IMPACT OF WEBSITE OPTIMIZATION ON STAR-RATED HOTEL PERFORMANCE: EVIDENCE FROM MOMBASA COUNTY, KENYA , Volume 13 , Issue 7, July 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 128 - 145 , DOI: https://doi.org/10.36713/epra28645