Journal of Strategic Management Advances

Journal of Strategic Management Advances

Investigating the effect of attitude strategy towards the website on the image of the destination through the mediating role of online satisfaction: Strategic approach (Case study: Travel websites)

Document Type : Original Article

Authors
Yousef Ramezani 1
Zahra Rafizadeh 2
Mahbube Khayatzadeh 3
1 Assistant Professor, University of Gonabad, Gonabad, Iran
2 Bachelor's Graduated in Industrial Management, University of Gonabad, Gonabad, Iran
3 MSc on Business Administration in Marketing, Attar University, Mashhad, Iran
10.22034/jsma.2024.205840
Abstract
In the tourism industry, the Internet is one of the main sources for obtaining information before traveling, researching travel offers, identifying tourist destinations, planning travel and purchasing online services. Websites are considered as the competitive tool for advertising, promotion, attracting visitors. Therefore, the positive attitude of users towards the website is the key to success for the tourism industry. This research was also conducted with the aim of investigating the effect of attitude towards the website on the image of the destination through the mediating role of online satisfaction. The statistical population of the current research was the customers of travel websites, based on Morgan's table, 384 people were selected as a statistical sample through available sampling. The data collection tool was a questionnaire. Face validity was confirmed using experts' opinions, construct validity of the questionnaire was confirmed using factor analysis, and reliability of questionnaire variables was confirmed using Cronbach's alpha coefficient. Data analysis was done using SPSS 19 and Smart PLS 2 software with structural equation modeling method. The results indicated that the attitude towards the website has a positive and significant effect on online satisfaction and destination image. Online satisfaction has a positive and significant effect on the image of the destination. Also, the mediating role of online satisfaction in the relationship between the attitude towards the website and the image of the destination was confirmed.
Keywords
attitude towards the website
destination image
online satisfaction
structural equation method
Journal of Strategic Management Advances
Volume 1, Issue 1
Spring 2024
Pages 1-32