EMPIRICAL STUDY ON THE IMPACT OF ROMANIAN TOURISM SITES DESIGN ON THE CONSUMER

Abstract

Recent research in the field of online marketing, e-tourism and information and communication technologies used by the tourism industry reveals that the Internet presence of a tourist destination can influence the purchasing decision of the consumer of tourist services through a multitude of factors related to how the online presentation of that destination was designed. In this context, the main objective of this research is to carry out an empirical investigation on the following issues: (1) identifying the main Romanian tourism sites and analyzing the specific traffic indicators; (2) analysis of consumer perception of interface elements and informational content through which some Web sites of tourism can influence the purchasing decision online.

The research findings identified the necessity of adjusting the marketing strategies dedicated to the online environment according to the variations noted in the user traffic as well as the necessity to adapt the various resources offered by the Romanian tourism sites to the information requirements of the users considering their important impact in creating options for a tourist offer.