The Influence of Website Navigational Design on Improving Tourism Performance: Empirical Studies on Sport Tourism Providers in Indonesia

Abstract

The purpose of this study is to examine and to explore the influence of website navigational design as a part of ICT, on decision to choose off road adventure service provider, as a sport tourism provider. The sample is 125 companies from varieties of type and category, by using purposive sampling. Data collected through literature review, observation and questionnaires. Path analysis is used as a data analysis technique with SPSS 20. Results shows that only search options influenced decision to choose off road adventure service provider. The other three dimensions don’t have influence in decision to choose off road adventure service provider. It shows that majority of people use website only to find information and tend to see navigation bar, individual hyperlink and image maps as not important. This means that the level of website literacy among consumer is still low. It is important for companies to educate their consumers on how website could benefit them.