衡量用户对旅游网站内容的满意度和未来推荐的意向

Turizam Pub Date : 2019-01-01 DOI:10.5937/TURIZAM23-22206
V. Milojica
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引用次数: 2

摘要

全球化在加速旅游市场变化方面对旅游业产生了重大影响,特别强调了旅游活动的增加和旅游偏好的变化。其中一个产生重大影响的原因是互联网的发展,这使得更容易获得有关旅游目的地及其优惠的信息,特别是通过使用主要为介绍和推广旅游优惠而创建的网站。当代游客更喜欢“虚拟”旅游,分别在网上搜索目的地的详细信息,然后再决定是否去旅游。为了最大限度地将潜在游客转化为游客,需要将旅游网站创建为图像和文本的理想结合,这将揭示目的地的特殊性,并在决策过程中激发积极的决策。为了确定网站是否成功,需要通过确定网站用户对其内容的态度来评估网站。本文以萨格勒布旅游局官方网站为例,目的是确定网站用户在浏览网站内容后的满意程度,以及网站用户在搜索目的地信息时是否愿意将其推荐给他人。将使用以下科学方法:归纳和演绎法,分析和综合方法,统计方法(描述性统计分析,相关性,Kruskall-Wallis检验和Mann-Whitney U检验)。期望通过实证研究的结果,确定网站的所有优势,以及潜在的弱点,并针对其进行改进,这将对更好地呈现旅游报价,吸引更多的游客,最终实现在旅游市场上的竞争力产生积极的影响。
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Measuring users' satisfaction with tourism website contents and their intention of future recommendations
Globalization influenced significantly tourism industry in terms of acceleration of changes in the tourist market, with a particular accent on the increase of tourist movements and changes in tourist preferences. One of the reasons with a significant impact was the development of the Internet which resulted in easier obtaining of information about tourist destinations and their offer, especially through use of websites created primarily for the presentation and promotion of tourist offer. Contemporary tourists prefer to travel “virtually”, respectively search for details about a destination online before making a decision about visiting it. In order to achieve maximum success in turning potential tourists into visitors, tourist websites need to be created as an ideal combination of images and texts which will reveal the destinatioń s particularities and stimulate a positive decision in the decision-making process. In order to determine its success, the website needs to be evaluated through determining website user ś attitudes towards its contents. The purpose of this paper is to determine the website user ś level of satisfaction post-browsing the website contents on the example of the official website of the Tourist Board of Zagreb, and whether website users would be willing to recommend it to others in search for information about the destination. The following scientific methods will be used: inductive and deductive method, method of analysis and synthesis, statistical methods (descriptive statistical analysis, correlation, Kruskall-Wallis Test and Mann-Whitney U Test). It is expected that the results of the empirical research will determine all the websité s advantages, as well as the potential weaknesses, all of them aimed at its improvement, which will have a positive influence on better presentation of tourist offer, attracting higher number of tourists, which will finally result in achieving competitiveness on the tourist market.
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审稿时长
15 weeks
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