Introduction IPK International (2008) has identified the take up of the internet as one of the four main drivers of global travel and tourism growth. Various empirically based reports confirm the growth and use made of the internet in tourism and destination marketing by providers and travelers, and reinforce the importance of the internet as a marketing distribution channel. Studies confirm that more people are researching the internet for travel related information; more people are booking travel products using the internet. The European Travel Commission (2008) found that * Over 70% of USA internet users nominated the web as their main source for travel research * More than half of internet users in France book their travel online * In the UK the internet is the preferred method to book holidays In the Australian state of Victoria (Tourism Australia, 2008): * In 2007, 68% of international leisure visitors planned their trip on line to get internet information and 43% booked Online. * 41% of international leisure visitors got their information from the internet, 29% from a friend or relative in Australia, 24% from a Travel Agent, 20% from a travel book and 17% from a past visit compared with 2% from the electronic media, print media or tour operator. * Just over half, 53% of interstate leisure visitors get their information from the internet, 4% from airlines, 3% from motoring associations, a tourist office or travel agent respectively. Nielsen (Aussie internet usage ..., 2008) estimates that of the top ten uses of the internet in Australia 44% of users will purchase air tickets and 37% will book accommodation. The use of web sites has become a vital marketing distribution channel for the tourism industry, that enables travelers or their intermediaries to research, book travel, make hotel reservations and hire a car amongst other things. The importance of destination websites has become a given. Given the commercial importance of web sites we would expect significant research to be available indicating how a web site could be improved or identified as less than ideal. Park and Gretzel (2007) have conducted an extensive meta-analysis of the literature studying hotel web site characteristics and their effectiveness. They found that the most used factors among the published research community are: * information quality, * ease of use, * security/privacy, * responsiveness, * customer service, * interactivity, * accessibility, * navigation, * appearance, * personalization, * trust, * brand/reputation, * incentive (in order) Molich, Ede, Kaasgaard, and Karyukin (2004) found that professional usability organizations gave wildly different views of sites. In a study of nine organizations 232 out of 310 found were only reported by one organization. Only two problems were reported by more than six organizations. This apparent difficulty in determining the value of a web site is further exacerbated by another fact. Lindgaard, Fernandes, Dudek, and Brown (2006), in a study investigating how quickly people form an opinion about web page appeal, found that the visual appeal of a website is judged within 50msecs (a 20th of a second). This seemingly instant response was found to match with the opinion of the same person after longer periods of study. Kim and Fesenmaier (2008) proposed that the more inspiring a web page is the more likely it is to result in a favorable first impression. They cite Thrash and Elliot (2003) who studied as a Psychological Construct, where is defined as an infusion of an idea, purpose, feeling or impulse. In the Kim and Fesenmaier (2008) study inspiration is a potential factor that contributes to a users' first impression formation. …