Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/34395
Title: Perceptions of functionality and usability on travel websites : the case of Chinese travelers
Authors: Law, R 
Qi, S
Leung, B
Keywords: Online buyers
Online browsers
Perception
Functionality
Usability
China
Issue Date: 2008
Publisher: Routledge, Taylor & Francis Group
Source: Asia Pacific journal of tourism research, 2008, v. 13, no. 4, p. 435-445 How to cite?
Journal: Asia Pacific journal of tourism research 
Abstract: Despite the large increase in the amount of online purchases of travel-related products in recent years, previous studies on travel website analysis have concentrated mainly on assessing the quality of travel websites, customer purchase behavior, and website content analysis. In the context of Mainland China (hereafter known as China), with growing wealth of her citizens and the inclination to travel, more Chinese travelers have been, and will probably be, visiting worldwide destinations. In addition, many Chinese travelers will use the Internet to search, and subsequently to purchase, travel-related products and services. This study makes an attempt to analyze Chinese online buyers and online browsers on their perceived importance of travel website functionality (content) and usability (design) and their specific factors. Online buyers (e-buyers) are the Internet users who have previously purchased on travel websites, whereas online browsers (e-browsers) are the Internet users who have browsed travel websites but without making any purchases. The research findings showed that e-buyers did not differ significantly from e-browsers in most of the included factors. The findings of this research are expected to assist travel website developers to improve their websites and to attract more e-travelers.
URI: http://hdl.handle.net/10397/34395
ISSN: 1094-1665
EISSN: 1741-6507
DOI: 10.1080/10941660802420994
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