Destination Online Communication: Why Less is Sometimes More. A Study of Online Communications of English Destinations

ABSTRACT

This research investigates the relationship between Web site design and the Web site end-user experience of a vast number of English tourism destinations, both local and regional ones. Following recent research in the field, this paper evaluates destinations’ online communication based on the implemented Web site features and on the effectiveness of the communication itself, borrowing its research methodology from different domains. After content and functionality analysis, a user-experience, scenario-based investigation has been carried out, which demonstrated that complex Web sites do not always serve end-users’ needs properly; in other words, Web site complexity is not directly related with good user experience. This research may help destination managers to foster their online communication if they have fewer content and functionalities but are better focused and clearly user-oriented.

KEYWORDS:

• DMO online communication
• Web site evaluation
• online communication
• destination management systems

Additional information

Notes on contributors

Alessandro Inversini

Alessandro Inversini is a Lecturer in Marketing and Media Communications, School of Tourism, Bournemouth University, Bournemouth, UK (E-mail: [email protected]

Lorenzo Cantoni

Lorenzo Cantoni is Director of webatelier.net and a Professor and Dean of the Faculty of Communication Science, Università della Svizzera italiana, Lugano, Switzerland (E-mail: [email protected]).

Marianna De Pietro

Marianna De Pietro is a Researcher at webatelier.net, Università della Svizzera italiana, Lugano, Switzerland (E-mail: [email protected]).