Destination online communication: why sometimes less is more. A study about online communication of English destinations

Inversini, A., Cantoni, L. and De Pietro, M. (2014) Destination online communication: why sometimes less is more. A study about online communication of English destinations. Journal of Travel & Tourism Marketing, 31 (5). pp. 563-575. ISSN 1540-7306 doi: 10.1080/10548408.2014.883949

Abstract/Summary

This research investigates the relationship between Web site design and the Web site end-user experience of a vast number of English tourism destinations, both local and regional ones. Following recent research in the field, this paper evaluates destinations’ online communication based on the implemented Web site features and on the effectiveness of the communication itself, borrowing its research methodology from different domains. After content and functionality analysis, a user-experience, scenario-based investigation has been carried out, which demonstrated that complex Web sites do not always serve end-users’ needs properly; in other words, Web site complexity is not directly related with good user experience. This research may help destination managers to foster their online communication if they have fewer content and functionalities but are better focused and clearly user-oriented.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/75370
Identification Number/DOI	10.1080/10548408.2014.883949
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	Informa UK Limited
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