DETERMINING THE FACTORS WHICH MAKE A WEBSITE ATTRACTIVE FOR THE POTENTIAL TOURIST

Abstract

2012 was a record breaking year for travel industry. The number of Tourist traveling internationally grew by 4% going beyond 1 billion making a history. New destinations emerged increasing competition for the exiting tourism industry. Despite of the stalled economy the tourism business grew to US $ 1,075 billion. These figures are expected to grow to US $1.4 billion till 2020 and may reach US $1.8 billion by 2030. According to the European Travel Commission 78% of the Britons said that internet was the booking agent’s choice for their trips. Purpose: Like any other industry, the importance of internet in the travel industry has also increased. Internet has changed the rules of conducting business in travel industry. This study explores the destination’s website factors which attract the potential tourist, to find information about destinations. Methodology: The study involved use of online questionnaire by 93 tourists belonging to different age group, sex, nationality and profession. The study also uses data from other published journals of relate articles. The data collected was quantified using Lickert Scale and presented in the form of tables and charts. Findings: The results shows that tourist are more attracted to the websites that are efficient and user friendly followed by factors such as easy URL, regular updates, having maps facility, search box and relevant information. Implications: It is of great importance to know how the tourist see and use the internet (in particular the official website of the destination) to make appropriate strategies. The outcome of the study will help the DMOs of Pakistan by improving its officials website enhance attracting the potential tourist.