University of Twente Student Theses


Tour operators’ websites : exploring the role of interactive videos to enhance customers’ experience

Ciglieri, Rebecca (2020) Tour operators’ websites : exploring the role of interactive videos to enhance customers’ experience.

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Abstract:The tourism industry is one of the most profitable sectors today. With the advent of the internet, it is even more crucial for practitioners in this sector to find new ways to differentiate themselves from competitors and offer a memorable experience. Drawing on insights from flow experience by Csikszentmihalyi (1990), the following research aims to investigate the use of interactive videos on tour operators’ websites in the creation of an optimal experience and its impact on customers’ behaviour. The hypotheses have been tested by a 2 (hedonistic functions, yes or no) by 2 (utilitarian functions, yes or no) research design among 172 participants. The results highlight that the interactive hedonistic function generates significantly greater enjoyment compared to the utilitarian function or a combination of the two. Subsequently, a marginal effect emerged of both the hedonistic interactive function and the utilitarian interactive function, taken individually, on the price sensitiveness of consumers, while the combination of the two functions was not significant. Furthermore, the findings show that enjoyment mediates the relationship between interactive video with hedonistic function and the behavioural outcome of price sensitiveness. This study aims to draw up suggestions for professionals and researchers to offer consumers increasingly satisfying experiences.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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