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

Bournemouth University
,
Business & Management Research Institute (BMRI)

Research Output: Chapter in Book/Report/Conference proceeding Conference contribution Peer-review

Open access

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.

Publication Information

Output type

Research Output: Chapter in Book/Report/Conference proceeding Conference contribution Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 637-649

Publication milestones

Published - 01/01/2014

Publication status

Published - 01/01/2014

Publisher

Springer, Japan, India, Australia, Germany, United States, United Arab Emirates, Austria, Switzerland, Italy, China, United Kingdom, Netherlands, Brazil, France, Singapore