The Influence of Web Design on Customer Engagement with an Online Travel Agency
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Viana, M
Prentice, C
Martins, N
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Cartagena De Indias, Colombia
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Abstract
Web design, user experience, and information architecture play an important role in improving consumer trust and customer engagement. This study examines whether an updated web design of a Portuguese travel agency may increase leads, and customer engagement based on the best practices. The empirical study was based on a quantitative approach. To analyse the impact of the new version, a Wilcoxon signed rank test was applied. The results show that the updated version has a positive impact on consumers’ intention to visit the travel agency’s webpage, brand trust, and purchase intention.
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Smart Innovation, Systems and Technologies
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293
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© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2022 A. Abreu et al. (eds.), Advances in Tourism, Technology and Systems, Smart Innovation, Systems and Technologies 293, https://doi.org/10.1007/978-981-19-1040-1_28
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Commerce, management, tourism and services
Marketing technology
Marketing management (incl. strategy and customer relations)
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Dominique-Ferreira, S; Viana, M; Prentice, C; Martins, N, The Influence of Web Design on Customer Engagement with an Online Travel Agency, Smart Innovation, Systems and Technologies, 2022, 293, pp. 327-336