Abstract
This study aims to provide the development and application of a social constructionist model for destination websites. The proposed model was applied to analyze the travelers' visual attention and perception of website management elements during browsing on the Brazilian destination website. An exploratory qualitative research with a multi-method design was conducted. An eye-tracking analysis was used to verify participants' visual attention during browsing on a destination website. After that, a series of in-depth interviews was approached with the same participants to investigate their perception of website management elements. The data collection was performed with exchange students in a Brazilian university. The study's theoretical implication is the social constructionist destination website management model development and the conceptual explanation regarding its elements. The study's practical implication is the evaluation of travelers' feedback about the Visit Brasil website, which leads to some managerial suggestions for improvement that might be used by those responsible for creating and managing digital communication strategies for country brands.
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