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2013 | OriginalPaper | Chapter

An Analysis of the Key Factors Affecting the Success of a Re-Launched Destination Marketing Website in the UK

Authors : Philip Alford, Yanqing Duan, Jacqui Taylor

Published in: Information and Communication Technologies in Tourism 2014

Publisher: Springer International Publishing

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Abstract

This paper presents a case study of the re-launch of a DMO website in the UK. It evaluates the perceived usability of the new website and identifies the key factors affecting customers’ intention to use the new website. A large-scale online survey was developed to understand a number of issues relating to usability (e.g. aesthetics, effectiveness) and psychological and behavioural indicators (e.g. perceived trustworthiness and intent to use). Both quantitative and qualitative data was analysed to understand users’ perceptions, behaviour and attitudes towards the re-launched website. A Structural Equation Model (SEM) was developed to identify the factors affecting their intention to use the new website. The SEM model identified the impact of a variety of factors on intention to use and the descriptive analysis, using both qualitative and quantitative data, highlights further areas of research.

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previous chapter Digital Divide in Tourism: An Exploration of the Digital Divide Through Quantitative Analysis of the World’s National Tourism Organisations Websites
next chapter The Website Quality of the Regional Tourist Boards in the Alps: Ten Years Later
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Metadata
Title
An Analysis of the Key Factors Affecting the Success of a Re-Launched Destination Marketing Website in the UK
Authors
Philip Alford
Yanqing Duan
Jacqui Taylor
Copyright Year
2013
Book
Information and Communication Technologies in Tourism 2014

Print ISBN: 978-3-319-03972-5

Electronic ISBN: 978-3-319-03973-2

Copyright Year: 2013

DOI
https://doi.org/10.1007/978-3-319-03973-2_46

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