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Persuasive Design of Destination Web Sites: An Analysis of First Impression

Temple University

Daniel R. Fesenmaier

Temple University

This research examines the persuasiveness of destination Web sites through an investigation of users' first impression. To achieve this goal, it builds on research by Fogg (2003) and by Kim and Fesenmaier (2007) to assess the effect of the design factors of destination Web sites on first impression formation. The results of this study indicate that the participants were able to make quick judgments on tourism Web sites and that inspiration and usability were the primary drivers evoking a favorable first impression. This research concludes by discussing the implications of these findings and possible directions for future study.

Key Words: tourism promotion • Web site design • first impression • persuasion • advertising • Internet

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