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Assessing pre-travel online destination experience values of destination websites: scale development and validation

Author

Listed:
  • Anne Köchling

    (German Institute for Tourism Research at West Coast University of Applied Sciences
    Leuphana University Lüneburg)

  • Martin Lohmann

    (Leuphana University Lüneburg
    Institute for Tourism Research in Northern Europe (NIT))

Abstract

Destination websites, provided by destination marketing/management organisations (DMOs), are central environmental drivers of tourist experiences in the pre-travel phase. DMOs increasingly apply experiential marketing on their websites to support positive online destination experiences (ODEs) and attract tourists. Despite the ongoing scientific debate on technology-driven tourist experiences, research into pre-travel ODEs is still nascent and theoretical knowledge on the nature of ODEs is limited. Particularly, an appropriate measurement tool to evaluate the pre-travel experience value of destination websites is missing. In this paper, we propose a reliable, valid, and parsimonious measure for assessing pre-travel ODEs on destination websites, building on two prior studies. In a quasi field experiment, German millennials (n = 1820) evaluated the ODEs of different real destination websites using an online questionnaire. The ODE scale was developed using principal component analysis based on half of the cases; the other half was used to validate the scale via confirmatory composite analysis. In result, the overall ODE is reflected by two interrelated dimensions: hedonic and utilitarian experiences. Websites with a high level of experiential design yield significantly higher ODE values, supporting the construct validity. Results contribute to the theoretical understanding of the technology-driven tourist experience in the anticipatory phase. Moreover, the developed scale yields a methodological knowledge gain and will help destination managers to evaluate, purposefully review and improve their website designs and contents.

Suggested Citation

  • Anne Köchling & Martin Lohmann, 2022. "Assessing pre-travel online destination experience values of destination websites: scale development and validation," Information Technology & Tourism, Springer, vol. 24(4), pages 457-484, December.
    • Handle: RePEc:spr:infott:v:24:y:2022:i:4:d:10.1007_s40558-022-00240-x
    DOI: 10.1007/s40558-022-00240-x
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    References listed on IDEAS

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