Suggestions for Further Research.
Some of the literature on Web site credibility concludes that design can affect a Web site’s trustworthiness.
Questions related to design were not a part of this study and could be an important part of future research. In
addition, although the ANOVA for change of propensity to visit was not significant, the sites of Budapest, Aruba
and Chicago often surfaced in the analysis. Although the first two sites likely surfaced due to lack of knowledge
about the destinations, Chicago is a well-known major metropolitan city. Perhaps a qualitative analysis of the
Chicago site via focus groups or content analysis would uncover areas of distinction that impact purchase intent
for well-known destinations. Lastly, the Internet site is not a part of Gartner’s credibility typology. Research is
warranted to see if tourists rate Web sites as induced or organic message agents.