Cross Cultural Effects on Travel Destination Websites: Information Value and Website Performance Evaluation across Nationalities
Heidi H.Sung, College of Professional Studies, Department of Hospitality, Tourism and Sport Management
Abstract: This study aims to provide a multivariate analysis of cross cultural effects on travel destination websites. Using a survey instrument, respondents (N=493) in three countries (Korea, China, and the USA) explored the official Korean Tourism Guide website to complete the questionnaire. The research objectives focused on the information value structure (Cho & Jang, 2008) and the Standardized Website Evaluation Form (Mills & Morrison, 2002) as the conceptual bases in determining systematic variance(s) to detect cross cultural effects on these factors. The results of data analysis reveal that the cross cultural effects on the hypothesized factors are consistently significant across nationalities, providing valuable insight into developing travel destination websites.