Effects of Web site interface design on tourism destination perceptions

The purpose of this study was to analyze tourism destination perceptions of personnel employed by China Airlines' Taipei Ground Services Division at Chiang Kai Shek International Airport in Taiwan who viewed Internet web pages developed by destination marketing organizations. A data collection instrument was created to examine the relationship between web site interface design and perceptions of tourism destinations.; Results of the investigation revealed that impressions of Monterey's, Santa Monica's or San Diego's web site interface designs were strongly related to the likelihood of future visits to each destination.; Implications for Monterey County's web site suggested improvements to Homepage design, color usage, graphics usage, and font size usage. Respondents rated Santa Monica's web site highest for interface design, however the special offers required improvement. San Diego's web site was rated between Monterey and Santa Monica as the functions of drop-down menus and the language tone required improvement.