This research is subject to at least three major limitations. It was conducted in an experimental setting with a
largely student population who were randomly assigned to view a well-known destination Web site and assume
the role of potential tourist. Actual potential tourists who choose to visit a Web site could generate different
responses. This study is limited in its focus, looking at only three main dependent variables. Destination
selection, a high risk decision, likely involves an unknown quantity of factors. Lastly, this study does not
measure real behavior, but instead assesses “change in propensity to visit.” From a research standpoint, “purchase
intent” scales have been more widely used and reported