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Information, Experience and Destination Marketing - The Influence of Interactivity on Tourism Website

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Author Info

  • Hsiu-Li Liao

    ()
    (Department of Information Management, University of Chung Yuan Christian, TAIWAN)

  • Su-Houn Liu

    ()
    (Department of Information Management, University of Chung Yuan Christian, TAIWAN)

  • Chi-Wen Lin

    ()
    (Department of Information Management, University of Chung Yuan Christian, TAIWAN)

Registered author(s):

    Abstract

    This study focuses on the tourism websites that are doing destination marketing for some remote areas. This study proposes that when interactivity is put into the website to create users' virtue experience with the remote areas, different user may response differently. Two kinds of user's personal factors are investigated in this study: Susceptibility to Interpersonal Influence and Personal Involvement. The research findings support the ideas proposed by Vogt et al. that values sought by information searchers are not limited to functional needs but include hedonic, innovative, aesthetic, and sign needs. The findings also indicate that interactivity feature can generate better intention to visit on users with higher personal involvement on the tour, or lower susceptibility to interpersonal influence. While on traditional tourism website, these two factors (personal involvement and susceptibility to interpersonal influence) have no significant impact on users' satisfaction. Based on these findings, marketers and advertisers can design more effective tourism website for various potential visitors to enhance their intention to visit the destination.

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    File URL: http://www.bapress.ca/ref/v3-3/1923-7529-2013-03-58-12.pdf
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    Bibliographic Info

    Article provided by Better Advances Press, Canada in its journal Review of Economics & Finance.

    Volume (Year): 3 (2013)
    Issue (Month): (August)
    Pages: 58-69

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    Handle: RePEc:bap:journl:130305

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    Related research

    Keywords: Personal involvement; Interactivity; Susceptibility to interpersonal influence; Virtual experience; Intention;

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    References

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    1. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    2. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 135-46, September.
    3. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 132-40, September.
    4. Klein, Lisa R., 1998. "Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods," Journal of Business Research, Elsevier, vol. 41(3), pages 195-203, March.
    5. Wright, Alice A & Lynch, John G, Jr, 1995. " Communication Effects of Advertising versus Direct Experience When Both Search and Experience Attributes Are Present," Journal of Consumer Research, University of Chicago Press, vol. 21(4), pages 708-18, March.
    6. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. " Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, University of Chicago Press, vol. 15(4), pages 473-81, March.
    7. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    8. Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, University of Chicago Press, vol. 12(3), pages 341-52, December.
    9. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-54, July/Aug..
    10. Mick, David Glen, 1986. " Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 196-213, September.
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