Abstract
Increasing internet use to access information and book trips significantly impacts the tourism industry and calls attention to learn more about website performance and evaluation. Specifically, how do tourists interact with websites? Which websites transform travelers into repeat visitors? Most research in this field employs multi-item measures conceptualized as reflective models. This paper suggests a theory-based alternative, formative measurement approach for website performance. The construct comprises eight dimensions: system availability, ease of use, usefulness, navigational challenge, website design, content quality, trust, and enjoyment. Website users identify dimensional indicators using evaluation surveys. Structural equation modeling examines linkages between the website performance index and outcome measures (satisfaction, value, and loyalty). Data provided by 455 travelers show the formative index works well. A second sample of 316 respondents cross-validates the findings. The study develops a sound and parsimonious measure allowing the monitoring and benchmarking of traveler perceptions over time.
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