Destination websites' persuasiveness

Marsha D Loda, Karin Teichmann, Andreas H. Zins

Research output: Contribution to journalArticle

21 Citations (Scopus)

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.

Original languageEnglish (US)
Pages (from-to)70-80
Number of pages11
JournalInternational Journal of Culture, Tourism and Hospitality Research
Volume3
Issue number1
DOIs
StatePublished - Mar 27 2009

Fingerprint

website
tourism
credibility
methodology
Tourism
energy
Web sites
Destination
experiment
accommodation
content analysis
research project
Credibility
Values
book
effect
analysis

Keywords

  • Tourism
  • Worldwide web

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

Cite this

Destination websites' persuasiveness. / Loda, Marsha D; Teichmann, Karin; Zins, Andreas H.

In: International Journal of Culture, Tourism and Hospitality Research, Vol. 3, No. 1, 27.03.2009, p. 70-80.

Research output: Contribution to journalArticle

Loda, Marsha D ; Teichmann, Karin ; Zins, Andreas H. / Destination websites' persuasiveness. In: International Journal of Culture, Tourism and Hospitality Research. 2009 ; Vol. 3, No. 1. pp. 70-80.
@article{0c3ed30289d7460780578db4ab50f18a,
title = "Destination websites' persuasiveness",
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 = "Tourism, Worldwide web",
author = "Loda, {Marsha D} and Karin Teichmann and Zins, {Andreas H.}",
year = "2009",
month = "3",
day = "27",
doi = "10.1108/17506180910940351",
language = "English (US)",
volume = "3",
pages = "70--80",
journal = "International Journal of Culture, Tourism and Hospitality Research",
issn = "1750-6182",
publisher = "Emerald Group Publishing Ltd.",
number = "1",

}

TY - JOUR

T1 - Destination websites' persuasiveness

AU - Loda, Marsha D

AU - Teichmann, Karin

AU - Zins, Andreas H.

PY - 2009/3/27

Y1 - 2009/3/27

N2 - 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.

AB - 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.

KW - Tourism

KW - Worldwide web

UR - http://www.scopus.com/inward/record.url?scp=84993054476&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84993054476&partnerID=8YFLogxK

U2 - 10.1108/17506180910940351

DO - 10.1108/17506180910940351

M3 - Article

AN - SCOPUS:84993054476

VL - 3

SP - 70

EP - 80

JO - International Journal of Culture, Tourism and Hospitality Research

JF - International Journal of Culture, Tourism and Hospitality Research

SN - 1750-6182

IS - 1

ER -