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Improvement of external factor dimension’s structure for the assessment of persuasiveness of tourism destination websites using factor analysis

Author

Listed:
  • MUSINA ŽANNA

    (University of Science and Technology Beijing (USTB))

  • GAO XUEDONG

    (University of Science and Technology Beijing (USTB))

Abstract

Website is a complex system, which can be divided to several dimensions. This research is a part of research aimed to create Destination Management/Marketing Organization (DMO) tourism websites success evaluation instrument. External variables are cognitive and psychological factors, e. g. knowledge and interest towards destination, destination’s popularity and perceived credibility of website. These variables affect individual’s attitudes and beliefs and are influencing behavioral intention to visit a destination. Aim of this research is to explore the structure of the external variables and reduce quantity of variables for usage in subsequent research. Exploratory factor analysis discovered different structure from initially proposed basing on theory review. Four new factors were extracted, total quantity of variables were reduced. Factors were not found to be strongly reliable, and fourth factor found to be least reliable.

Suggested Citation

  • Musina Žanna & Gao Xuedong, 2017. "Improvement of external factor dimension’s structure for the assessment of persuasiveness of tourism destination websites using factor analysis," European journal of economics and management sciences, CyberLeninka;«East West» Association for Advanced Studies and Higher Education GmbH, issue 1, pages 71-77.
    • Handle: RePEc:scn:032479:16999914
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