Impact of Perceived Benefits of Social Media Networks on Web Quality and E-satisfaction
As many DMOs have increased their investment in Social Media Networks to support B2C systems, it is important to measure the success of such investment. This paper aims to examine the impact of perceived benefits of Social Media Networks (SMN) on Web Qual
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Abstract As many DMOs have increased their investment in Social Media Networks to support B2C systems, it is important to measure the success of such investment. This paper aims to examine the impact of perceived benefits of Social Media Networks (SMN) on Web Quality and eSatisfaction within the context of tourism destination marketing. In this research, integrated model is proposed based on study by DeLone and McLean's (2004) and McKinney et al (2001) in order to assess the influence of perceived benefits of Social Media Networks on website quality and costumers' satisfaction. A total of200 useable responses were collected in order to examine the validation of the model from the customer perspective. Multiple Regression Analysis techniques are applied to test the validation of the proposed model. The findings provide several important implications for Social Media Networks research and practice in destination marketing context. This paper concludes by discussing limitations of the study which should be addressed in future research. Keywords: Social Media Network, Web Quality, eSatisfaction, Sicily tourism website
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Introduction
The purpose of this study is to assess the impact of perceived benefits of Social Media Networks (SMN) on web quality and satisfaction of official tourism website of Sicily from the perspective of potential visitors. As the regional tourism authority which is often responsible for marketing and promotion through an official website and more DMOs are considering using Social Media Network as support tool, it is crucial to identify the perceived influence of Social Media Networks on Website quality and users' satisfaction. Nowadays, in spite of all efforts, many tourism websites projects fail and lead to the introduction of a site that does not meet users' expectations. Therefore, it is important to obtain a high level of customer's satisfaction by identifying the level of quality that a website needs in order to fulfill adequately all users' requirements, especially during the information search stage. It is believed that high customer's satisfaction will lead to customers' retention as users will continue to use the website and visit it regularly (Matzler et aI., 2006). In order to reassure repeat visit, the literature review has identified which elements are perceived to be critical to obtain customer satisfaction and recently, particular focus has given to the role of Social Media Networks in enhancing these elements. In order to find out the key role that Social Media Networks can play in a tourism website, this study has focused on
R. Law et al. (eds.), Information and Communication Technologies in Tourism 2011 © Springer-Verlag/Wien 2011
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the Sicilian website and on the opportunity to implement it with a Social Media Networks. In order to achieve this, firstly, this study aims to assess the perceived influence of Social Media Networks on Web Quality and customer satisfaction. Secondly, this study examines the impact of Web Quality on customer satisfaction and finally, it also
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