An analysis of the key factors affecting the success of a re-launched destination marketing website in the UK

Philip Alford; Yanqing Duan; Jacqui Taylor

doi:10.1007/978-3-319-03973-2_46

An analysis of the key factors affecting the success of a re-launched destination marketing website in the UK

Philip Alford
, Yanqing Duan
, Jacqui Taylor

Business & Management Research Institute (BMRI)

Bournemouth University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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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.

Original language	English
Title of host publication	nformation and Communication Technologies in Tourism 2014 Proceedings of the International Conference in Dublin, Ireland, January 21-24, 2014
Publisher	Springer
Pages	637-649
ISBN (Print)	9783319039732
DOIs	https://doi.org/10.1007/978-3-319-03973-2_46
Publication status	Published - 1 Jan 2014
Event	Information and Communication Technologies in Tourism - Dublin Duration: 21 Jan 2014 → 24 Jan 2014

Conference

Conference	Information and Communication Technologies in Tourism
City	Dublin
Period	21/01/14 → 24/01/14
Other	Information and Communication Technologies in Tourism (21/01/2014-24/01/2014, Dublin)

Keywords

N800 Tourism, Transport and Travel

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10.1007/978-3-319-03973-2_46

Book chapter - 2013Accepted author manuscript, 214 KBLicence: CC BY-NC-ND

http://link.springer.com/chapter/10.1007%252F978-3-319-03973-2_46

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title = "An analysis of the key factors affecting the success of a re-launched destination marketing website in the UK",

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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author = "Philip Alford and Yanqing Duan and Jacqui Taylor",

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booktitle = "nformation and Communication Technologies in Tourism 2014 Proceedings of the International Conference in Dublin, Ireland, January 21-24, 2014",

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Alford, P, Duan, Y & Taylor, J 2014, An analysis of the key factors affecting the success of a re-launched destination marketing website in the UK. in nformation and Communication Technologies in Tourism 2014 Proceedings of the International Conference in Dublin, Ireland, January 21-24, 2014. Springer, pp. 637-649, Information and Communication Technologies in Tourism, Dublin, 21/01/14. https://doi.org/10.1007/978-3-319-03973-2_46

An analysis of the key factors affecting the success of a re-launched destination marketing website in the UK. / Alford, Philip; Duan, Yanqing; Taylor, Jacqui.
nformation and Communication Technologies in Tourism 2014 Proceedings of the International Conference in Dublin, Ireland, January 21-24, 2014. Springer, 2014. p. 637-649.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - An analysis of the key factors affecting the success of a re-launched destination marketing website in the UK

AU - Alford, Philip

AU - Duan, Yanqing

AU - Taylor, Jacqui

PY - 2014/1/1

Y1 - 2014/1/1

N2 - 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.

AB - 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.

KW - N800 Tourism, Transport and Travel

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DO - 10.1007/978-3-319-03973-2_46

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SN - 9783319039732

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BT - nformation and Communication Technologies in Tourism 2014 Proceedings of the International Conference in Dublin, Ireland, January 21-24, 2014

PB - Springer

T2 - Information and Communication Technologies in Tourism

Y2 - 21 January 2014 through 24 January 2014

ER -

An analysis of the key factors affecting the success of a re-launched destination marketing website in the UK

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