Website Quality and the Role of Travel Perceived Risk in Influencing Purchase Intention: A Study on Bali Tourism Board’s Official Website
- DOI
- 10.2991/aebmr.k.210510.044How to use a DOI?
- Keywords
- Website quality, bali tourism board, perceived travel risk, purchase intention
- Abstract
There has been an increased intensity in the use of the website as a strategic means for marketing a destination. Out of all local tourism government’s official websites, The Bali Bible (www.thebalibible.com), managed by Bali Tourism Board (BTB), is observed to be the most comprehensive tourism website which allows tourists to explore Bali before the visit. The website facilitates tourists to purchase the tourism-related products and services offered such as accommodation, local transportation rent, and tickets of tourist attractions in Bali. This study aimed to examine the effect of website quality of the Bali Tourism Board on purchase intention with travel perceived risk as a moderating variable. The survey was completed to 239 respondents who had ever surfed on the Bali Tourism Board website. The result of the study revealed that website quality could significantly enhance the intention to purchase directly on the website. While travel perceived risk had a direct influence on purchase intention, it appeared not to be a significant moderating variable that contributes to the effect of website quality on the intention to purchase on the website. Through these results, recommendations are offered to relevant destination stakeholders to improve the website management.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Christian Alianto AU - Hatane Semuel AU - Serli Wijaya PY - 2021 DA - 2021/05/10 TI - Website Quality and the Role of Travel Perceived Risk in Influencing Purchase Intention: A Study on Bali Tourism Board’s Official Website BT - Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020) PB - Atlantis Press SP - 275 EP - 282 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210510.044 DO - 10.2991/aebmr.k.210510.044 ID - Alianto2021 ER -