Destination websites' persuasiveness
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 27 March 2009
Abstract
Purpose
The purpose of this research is to help tourism marketers maximize the persuasiveness of their websites toward the objective of increasing visitation to their destination.
Design/methodology/approach
The paper describes a two‐part research project: a content analysis of websites to determine the most frequently used elements; and an experiment wherein respondents view one of ten randomly assigned websites and complete a survey about the credibility, message strength, and persuasiveness of that site.
Findings
Results support the importance of message credibility to message strength, and that both may impact on change of propensity to visit a destination. It also points out new information about website elements. While more organic website elements such as testimonials and web cams are expected to affect the most change, they do not. Rather, information on fundamental elements such as accommodations and attractions has the most effect on message credibility, and on respondents' change in propensity to visit a destination.
Originality/value
Substantial differences exist in the persuasiveness of various tourism websites. Website elements concerning basic information seem to induce the most positive changes. Therefore, funds and energy to develop and maintain novel website elements such as web cams, guest books, message boards and e‐cards may not be worth the effort when it comes to increasing visitation.
Keywords
Citation
Loda, M.D., Teichmann, K. and Zins, A.H. (2009), "Destination websites' persuasiveness", International Journal of Culture, Tourism and Hospitality Research, Vol. 3 No. 1, pp. 70-80. https://doi.org/10.1108/17506180910940351
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited