Impact of web usability on user acceptance using tourism website

Abstract

Development of network technology from Web 1.0 to Web 2.0 realizes revolutionary transformation in values of websites existing. How to provide proper human computer reaction service platform through websites is the topic that many technology developers and users concerns with at current times. This study conducts an analysis on factors related to web usability from the perspectivie of tourism operators and web users by adopting integrative technology acceptance module as a theoretical framework, and discusses important factors of web usability derived from behavioral intention of web users by adopting Scavenger Hunt test and questionnaire survey, and then validiates impact on user acceptance using tourism websites and finally summarizes and analysizes the service strategy and service framework suitable to the development of tourism website. Research results show that web usability factors highlighted by users and reasons of enhancing willingness of user using websites could solve problems existing in websites, increase website flow and trust of users, and further increase overall operation income of tourism websites.

Keywords:

• Web usability
• user acceptance
• tourism website
• integrative technology acceptance module