Perceptions of functionality and usability on travel websites: The case of chinese travelers

Chun Hung Roberts Law, Shanshan Qi, Bonnie Leung

Research output: Journal article publicationJournal articleAcademic researchpeer-review

17 Citations (Scopus)


Despite the large increase in the amount of online purchases of travel-related products in recent years, previous studies on travel website analysis have concentrated mainly on assessing the quality of travel websites, customer purchase behavior, and website content analysis. In the context of Mainland China (hereafter known as China), with growing wealth of her citizens and the inclination to travel, more Chinese travelers have been, and will probably be, visiting worldwide destinations. In addition, many Chinese travelers will use the Internet to search, and subsequently to purchase, travel-related products and services. This study makes an attempt to analyze Chinese online buyers and online browsers on their perceived importance of travel website functionality (content) and usability (design) and their specific factors. Online buyers (e-buyers) are the Internet users who have previously purchased on travel websites, whereas online browsers (e-browsers) are the Internet users who have browsed travel websites but without making any purchases. The research findings showed that e-buyers did not differ significantly from e-browsers in most of the included factors. The findings of this research are expected to assist travel website developers to improve their websites and to attract more e-travelers.
Original languageEnglish
Pages (from-to)435-445
Number of pages11
JournalAsia Pacific Journal of Tourism Research
Issue number4
Publication statusPublished - 3 Nov 2008


  • China
  • Functionality
  • Online browsers
  • Online buyers
  • Perception
  • Usability

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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