Destination Online Communication: Why Less is Sometimes More. A Study of Online Communications of English Destinations
Journal of Travel & Tourism Marketing
Destination online communication: why sometimes less is more. A study about online communication of English destinations Article Accepted Version Inversini, A., Cantoni, L. and De Pietro, M. (2014) Destination online communication: why sometimes less is more. A study about online communication of English destinations. Abstract This research investigates the relationship between website design and website end-user experience of a vast number of English Tourism Destinations, both local regional
... th local regional and regional. Following recent research in the field, this paper evaluates destinations online communication based on the implemented website features and on the effectiveness of the communication itself, borrowing its research methodology from different domains. After a content and functionality analysis, a user experience scenario-based investigation has been carried, which demonstrated that complex destination websites are not always serving end-users' needs properly, or -in other words -that website complexity is not directly related with good user experience. Having less contents and functionalities, but clearly user-oriented, may help destination managers to foster their online communication.