The Impact of Interactivity of Online Tourism Websites on Customer Satisfaction

Abstract

With the rapid development of tourism market, the scale of online tourism users is increasing year after year, and an increasing number of companies have desire for sharing a slice from the tourism market, which make the competition of the online tourism industry more and more fierce. The most important thing for an online tourism company is to improve the customer satisfaction if the company intends to stand out from the industry. The interactivity of online tourism website can attract and retain customers, and can also enhance customer experience, which leads to higher satisfaction and repurchase intention. This study constructs a conceptual model and proposes some hypotheses about the impact of the interactivity of online tourism website on customer satisfaction. The authors conduct surveys in the form of online questionnaire. Valid data collected are analyzed by using the social statistics software SPSS24.0, and structural equation modeling software LISREL8.70. The results show that responsiveness of online tourism website positively affects customers' perceptual experience and emotional experience, which further positively influences their satisfaction, which may lead to customer loyalty. However, neither bidirectionality nor controllability has a significantly positive effect on customers' emotional experience and perceptual experience.