These explanations took the form of open-ended responses. Analysis of these responses exposed a recurring set of 17 distinct themes or web site design factors. Most of these factors have been identified by previous research as important elements affecting web site perception. The factors which had not been identified relate to the use of pictures on the site (i.e. existence of pictures of any kind on the site, those depicting guests having fun, and pictures on the main entry page), and the distinctiveness of the site. The survey responses were then coded into these 17 factors. Simple correlations were performed to determine relationships of the data. A regression analysis of web site appeal and influence was conducted using the web site design factors as the independent variables. The specifics of the analysis are described in more detail below.