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首页> 外文期刊>European Journal of Management and Business Economics >Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences
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Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences

机译：目标网站的质量，用户的态度以及参与在线共创体验的意愿

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Purpose An official destination website (ODW) is a key component for tourist’s decision-making processes. ODW acts as a direct channel where users may share experiences and opinions about previous or future travels. At the same time, it drives user participation in destination branding activities. In this context, it is crucial to identify how the destination website, using Web 2.0 technologies, could motivate user’s participation with the brand. The Purpose of this paper is to propose and evaluate a model that posits the destination website quality as a determinant factor to predict users’ attitudes toward the website and their willingness to participate in co-creation experiences.Design/methodology/approachUsing a combined qualitative and quantitative method, this paper provides an exploratory research that examines the role of destination website quality on attitudes toward the website and the willingness to participate in online co-creation experiences.FindingsFindings confirm that there is a direct and significant relationship between website quality, attitudes toward the website and willingness to participate in online co-creation experiences. Moreover, attitudes toward the website partially mediate relationships between destination website quality and willingness to participate in online co-creation experiences.Originality/valueThe literature of value co-creation is trying to identify which factors drive consumer’s participation with brands across different consumption contexts. This study provides evidence that confirms, from a tourism destination website point of view, that website quality is one of these key factors that motives user’s co-creation with a destination.
机译：目的官方目的地网站（ODW）是游客决策过程的关键组成部分。 ODW充当直接渠道，用户可以在其中共享有关先前或未来旅行的经验和意见。同时，它推动用户参与目的地品牌活动。在这种情况下，至关重要的是确定使用Web 2.0技术的目标网站如何激发用户对品牌的参与。本文的目的是提出和评估一个模型，该模型将目标网站的质量作为决定因素，以预测用户对网站的态度及其参与共同创造体验的意愿。设计/方法/方法结合使用定性和定量分析定量方法，本文提供了一项探索性研究，目的是检验目标网站质量对网站态度以及参与在线共创体验的意愿的作用。调查结果证实，网站质量，态度与态度之间存在直接且重要的关系网站以及参加在线共同创造体验的意愿。此外，对网站的态度部分地调节了目标网站的质量和参与在线共创体验的意愿之间的关系。原创性/价值价值共创的文献正在试图确定哪些因素在不同的消费环境下驱动消费者参与品牌。这项研究提供的证据从旅游目的地网站的角度确认，网站质量是促使用户与目的地共同创造的这些关键因素之一。

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