Drivers of Responsive Website Design Innovation by Destination Marketing Organizations

Abstract

Mobile devices like smartphones and tablet computers are becoming an integral part of how people consume travel destinations. With the tremendous growth in mobile devices for travel planning and consumption purposes, this paper focuses on mobile and responsive website design and the organizational and environmental factors that drive mobile optimization strategies. Using a sample of United States state tourism offices, this research looked at mobile optimization techniques using different website emulators. The findings indicate that destination marketing organizations with lower budgets and organizations with higher website traffic have a greater likelihood of adopting responsive website design.

Exploring the role of website attractiveness in travel and tourism: empirical evidence from the tourism industry in India

“…As an agile website is directed more toward meeting its customers' requirements and information needs more swiftly, it becomes a dominant parameter most of the time in holding the attention of the visitor (Gibbs & Gretzel, 2015). However, resilient attributes of a travel and tourism website ensure that in the event of a service failure, it can have that much buffer or arrangement so as to restore normal operations quickly.…”

Explicating affordances in travel information search: investigating device use in relation to goals and personal characteristics

“…This means that mobile devices have not completely replaced other devices due to lack of certain affordances in connection with specific search goals and/or personal characteristics. Designing websites, social media posts, and metaverse offerings to support travel information search thus requires paying attention to responsive designs that can accommodate multi-device use (Gibbs and Gretzel 2015).…”

Local government website usability on mobile devices: test results and recommendations

“…Marcotte did not invent or create a new technology; he simply used existing design techniques to change the way people think about web design. Most importantly, he created an approach to web design that adapts the viewing experience to the device that is being used to access a web page (Gibbs and Gretzel, 2015). Since then, the concept has gained popularity in such a way that the number of websites adopting this kind of design has increased considerably (Do Carmo Nogueira et al, 2019).…”