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Website design on the hospitality industry: how Portuguese men and women differ on their design preferences of destination marketing organizations’ websites
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| 2.31 MB | Adobe PDF |
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Resumo(s)
As the internet and e-commerce rapidly grow worldwide and in Portugal, websites become critical success factors for several businesses. This study investigated gender differences and preferences on the design criteria of Destination Marketing Organizations (DMOs) websites and it was conducted in Portugal, using Booking.com as an example of a DMO. Results from an online survey with 266 participants showed there were gender differences in the importance given to ease of use and on the importance given to usability and content. This information allows for the content and visuals of a website (e.g. Booking.com) to be adapted considering gender differences and preferences. Results like a higher importance given by women to the ease of use of a DMO website may serve as useful insights for website designers in Portugal.
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Internet Websites Website design Destination marketing organizations websites Digital marketing E-commerce Gender differences Gender preferences