Factors influencing usage of destination website and visiting intention

Abstract

The aim of this study is to identify and analyze ways to increase usage of destination website and motivate website visitors' intention to actually visit the destination. The sample population is South Koreans who visit the VisitBritain website, the homepage of Britain's national tourism agency. The data for this study was collected by a self-participated online survey on the blog of VisitBritain Korea, which is directly linked to the VisitBritain Korea website. Using structural equation modeling, six hypotheses were tested. The results show that the destination image on the Destination Marketing Organization (DMO) website, quality of the destination website design including three dimensions (information quality, system quality, and service quality), and customers' satisfaction formed by high quality of the website design have a significant impact on website visitors' use intention and increase their visiting intention to the destination. Based upon the results of the analysis, managerial implications and areas for future research are proposed.