Responses
Site appeal
Site influence on booking
(1) Definitely not 6 17
(2) Slightly not 30 38
(3) Neutral 42 73
(4) Slightly 137 97
(5) Very 130 92
Responses
Rate easily
found Site confusing
Confusing
navigation
(1) Definitely not 12 183 215
(2) Slightly not 29 75 68
(3) Neutral 32 41 36
(4) Slightly 75 42 23
(5) Very 197 4 3
Tri-state variables Positive Negative
Picture 156 (46.4%) 72 (21.4%)
Ease of use 110 (32.7%) 19 (5.7%)
Neat/cluttered 77 (22.9%) 22 (6.5%)
Rate 66 (19.6%) 17 (5.1%)
Color 64 (19.0%) 40 (11.9%)
Brand loyalty 47 (14.0%) 7 (2.1%)
Links 22 (6.5%) 4 (1.2%)
Binary variables Factor mentioned
Information available on site 76 (22.6%)
Plain/boring site 63 (18.8%)
Responsible/credible 44 (13.1%)
Fun in pictures 34 (10.1%)
Picture missing home page 24 (7.1%)
Non-distinctive 23 (6.8%)
Poor design 16 (4.8%)
Special packagesa 9 (2.7%)
Confusing/inconsistenta 7 (2.1%)
Musica 6 (1.8%)
Contest sweepstakesa 4 (1.2%)
Errors on sitea 1 (0.3%)
Customer feedbacka 1 (0.3%)
Note: aVariable dropped from analysis due to low number of responses
Table II.
Model’s descriptive
statistics, number
(percentage) of times
factors were mentioned