A Structural Analysis of Destination Travel Intentions as a Function of Web Site Features

Abstract

This study used the technology acceptance model to assess the influence of tourism Web site characteristics on perceived Web site usefulness in planning a trip. Furthermore, the impact of Web site usefulness on intentions to travel to a destination was examined using structural equation modeling analysis. Consumer characteristics such as previous visits to the destination or its Web site, online travel-planning experience, and Internet use were included in the model. The results showed that motivating visuals and trip information functionality were significant predictors of Web site usefulness. Web site usefulness was a significant predictor of intent to travel to the destination, whereas previous visits to the destination or its Web site had significant but small negative influence on intentions to travel. The motivating visuals factor was also a significant direct predictor of intentions to travel to the destination, whereas trip information functionality had indirect influence on intentions through Web site usefulness. Specific theoretical and managerial implications are discussed.