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

In: Information and Communication Technologies in Tourism 2014

Author

Listed:
  • Philip Alford

    (Bournemouth University)

  • Yanqing Duan

    (University of Bedfordshire)

  • Jacqui Taylor

    (School of Design, Engineering and Computing, Bournemouth University)

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.

Suggested Citation

  • Philip Alford & Yanqing Duan & Jacqui Taylor, 2013. "An Analysis of the Key Factors Affecting the Success of a Re-Launched Destination Marketing Website in the UK," Springer Books, in: Zheng Xiang & Iis Tussyadiah (ed.), Information and Communication Technologies in Tourism 2014, edition 127, pages 637-649, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-03973-2_46
    DOI: 10.1007/978-3-319-03973-2_46
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    Keywords

    Website usability; Tourism; DMO; DMS; SEM;
    All these keywords.

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