Six drivers for high-user satisfaction of tourism websites: Performance auditing of Maine, Massachusetts, and New York's direct marketing strategies

• Published in: Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites Vol. 4; pp. 27 - 45
• Main Authors: Duggan, Kathleen J, Lang, Jill
• Format: Book Chapter
• Language: English
• Published: United Kingdom Emerald Group Publishing Limited 24.09.2010; Emerald Publishing Limited
• Subjects: Hospitality industry; Tourism industry
• ISBN: 184950900X; 9781849509008
• ISSN: 1871-3173
• DOI: 10.1108/S1871-3173(2010)0000004007

Through the use of website usability literature and tourism website analysis and experience, this theory proposes that user satisfaction on the website relates to six key drivers. The six drivers are crucial offerings of a tourism website and without successfully applying them the website may fail to meet the requirements of the end user. The six drivers for high website usability include tourist details, site appearance/usability, deals/promotions, segment marketing, foreign focus, and use of social media. This chapter puts the theory to action during an analysis of three northeastern states’ tourism websites. This study analyzes the tourism websites of New York, Massachusetts, and Maine using the six key drivers. The analysis demonstrates areas of strength and development for each state and directly ties back to the six drivers of user satisfaction for tourism websites.