Show simple item record

dc.contributor.supervisorJackson, Nigel
dc.contributor.authorGhatnekar, Payal
dc.contributor.otherPlymouth Business Schoolen_US
dc.date.accessioned2017-07-27T15:51:05Z
dc.date.issued2017
dc.identifier10427561en_US
dc.identifier.urihttp://hdl.handle.net/10026.1/9648
dc.description.abstract

Online User Experiences (UXs) act as persuasive technology that can nudge users toward making behaviour change. This makes online UX integral to marketing. The tourism industry relies on UX to attract potential customers. Made up of 80% SMEs, the competition is high, hence the SMEs must deliver robust UXs that capture, persuade and convert users into customers. Tourism, despite being an early adopter of technology lags behind in terms of delivering UXs that meet users’ expectations. Furthermore, scholarly works exploring online UX as a persuasive technology within the tourism SMEs, specifically the day-attraction SMEs segment, are lacking. Using the theoretical framework of the Persuasive Systems Design (PSD) model, this research evaluates day attraction SMEs’ online UXs as persuasive technology. The research uses three mixed-methods to present the service providers’ and the users’ perspectives. The first method is a website content analysis that reviews the persuasive architecture of 102-day attraction websites. The second method uses questionnaires to get insights on tourists’ online usage, motivations, opinions and perceptions of online UX delivered by a single day attraction SME (case study). The third method, an eye tracking experiment is an extension to the questionnaires. The outcomes show that the SMEs’ incorporate persuasive UX elements corresponding to usability, visual aesthetics and credibility, but fail at incorporating strategies to support dialogue. The tourists’ suggest that usability, visual aesthetics and credibility UX elements affect their decision to buy, however, certain strategies that enhance dialogue, such as ability to win rewards, are likely to nudge them toward behaviour change. Furthermore, there appears to be a link between visual aesthetics and perceived usability, and their combined effect on persuasiveness. A final outcome establishes tourist’s website reading patterns, emphasising the placement of call-to-actions within an F-shape region. This research contributes through a customised version of the PSD model applicable for tourism SMEs, delivers empirical evidence suggesting additions to the model and, adds to the overall body of knowledge on tourism online UXs and persuasive technology.

en_US
dc.description.sponsorshipUniversity of Plymouthen_US
dc.language.isoen
dc.publisherUniversity of Plymouth
dc.subjectTourismen_US
dc.subjectHuman computer interactionen_US
dc.subjectUser experienceen_US
dc.subjectPersuasive technologyen_US
dc.subjectBehaviour changeen_US
dc.subjectOnline marketingen_US
dc.subject.classificationPhDen_US
dc.titlePersuasive technology in tourism online experiences and implications on tourist buying behaviouren_US
dc.typeThesis
plymouth.versionpublishableen_US
dc.identifier.doihttp://dx.doi.org/10.24382/958
dc.identifier.doihttp://dx.doi.org/10.24382/958
dc.rights.embargodate2018-07-27T15:51:05Z
dc.rights.embargoperiod12 monthsen_US
dc.type.qualificationDoctorateen_US
rioxxterms.versionNA
plymouth.orcid.id0000-0002-0135-0593en_US


Files in this item

Thumbnail
Thumbnail

This item appears in the following Collection(s)

Show simple item record


All items in PEARL are protected by copyright law.
Author manuscripts deposited to comply with open access mandates are made available in accordance with publisher policies. Please cite only the published version using the details provided on the item record or document. In the absence of an open licence (e.g. Creative Commons), permissions for further reuse of content should be sought from the publisher or author.
Theme by 
Atmire NV