Influence of Site Personalization and First Impression on Young Consumers’ Loyalty to Tourism Websites

José Alberto Martínez-González and Carmen D. Álvarez-Albelo
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José Alberto Martínez-González: Departamento de Dirección de Empresas e Historia Económica, Facultad de Economía, Empresa y Turismo, Universidad de La Laguna, 38.200-La Laguna, Santa Cruz de Tenerife, Canary Island, Spain
Carmen D. Álvarez-Albelo: Departamento de Economía, Contabilidad y Finanzas, Facultad de Economía, Empresa y Turismo, Universidad de La Laguna, 38.200-La Laguna, Santa Cruz de Tenerife, Canary Island, Spain

Sustainability, 2021, vol. 13, issue 3, 1-17

Abstract: This study analyzes the influence of site personalization, first impression, and design on young consumers’ loyalty to tourism websites. It is a new and necessary study, taking into account the multimedia profile and purchasing potential of the studied segment, the need for increasing online consumer loyalty, and the tourism websites’ relevance. Based on previous findings and using a sample of 609 young consumers, a causal model (PLS) is designed that is practical, novel, and significantly predicts online loyalty. The descriptive analysis results show young consumers’ positive attitudes toward e-commerce and their high online use and potential for making online purchases. The significant influence of site personalization on consumers’ first impression is also confirmed. In addition, first impression influence perceived website quality, and, in turn, this quality affects consumers’ online purchase intention and loyalty to the website. Finally, it is shown that online purchase intention has a direct and positive influence on website loyalty. Thus, this study provides tourism managers with the knowledge to encourage young consumers’ loyalty to their websites in a market orientation context. It can be achieved by acting on the site’s personalisation, the first impression, and the design of the site. The generational approach (Generation Z) also allows the conclusions and implications to be transferred to other regions and sectors.

Keywords: website personalization; first impression; online loyalty; site usability; site content; purchase intention; young consumers’ behaviour (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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