"Exploring pre-travel online destination experiences on destination websites: Design, dimensions, and measurement."

Completed doctorate in cooperation with the Leuphana University of Lüneburg (Prof. Dr. Martin Lohmann)

Abstract (German)
Destination websites operated by destination marketing/management organizations (DMOs) are an important source of information for tourists in the pre-travel phase. DMOs are increasingly using experiential marketing on their websites to support positive online destination experiences (ODE) before the trip and make the vision of the vacation as vivid as possible. In this way, they want to turn virtual visitors into physical visitors. However, research into technology-supported travel experiences is still in its infancy. In particular, there is still a lack of theoretical understanding of ODEs triggered by destination websites. Closing this knowledge gap is not only of great interest from a theoretical point of view, but is also of central importance for the strategic marketing controlling of destinations. The cumulative dissertation is therefore dedicated to a comprehensive investigation of ODE on destination websites in the pre-travel phase. The aim was to analyze the influences of experience-oriented website design on ODE, to research the ODE dimensions and to develop and validate a measurement tool for assessing the ODE values of destination websites.

In the first qualitative multi-method study (eye-tracking, retrospective think-aloud protocols, semi-structured interviews and video observations), the aim was to gain an in-depth understanding of the ODE facets in the journey inspiration phase. It was found that the experience dimensions assumed in previous studies on the product-brand context (sensory, affective, intellectual, social and behavioral dimensions) also occur in the ODE context, but have some special features, such as a future-oriented affective component (affective prediction). Furthermore, an additional spatial-temporal dimension of experience was identified.

An online field experiment was then conducted to investigate the impact of using experiential marketing on destination websites on ODEs in the travel inspiration phase. Based on the results of Study 1, a first attempt was made to develop an ODE measurement instrument and to test the ODE dimensionality. The results showed that the theoretically relevant experience dimensions are less differentiated compared to the product-brand context, but rather merge into a holistic ODE that encompasses several experience facets. In addition, it was shown that the use of experience-oriented design improves the ODE, although the effect is rather small given the subjectivity of experiences. Complex multimedia design elements therefore do not automatically increase the experience effect.

In the third study, a quasi-online field experiment was conducted in which the travel information phase was simulated (higher involvement than in study 2) in order to reassess the ODE dimensions and to develop and validate a measurement instrument. The results showed that the overall ODE is reflected in two interrelated dimensions consistent with dual process theory: hedonistic and utilitarian experiences. The facets identified in the first study were largely reflected in these two overarching components. In addition, a reliable, valid and application-oriented second-order measurement instrument for the assessment of ODEs was proposed.

Overall, the results of this dissertation improve the scientific understanding of the technology-supported tourist experience in the previously little-researched pre-travel phase. By proposing a new scale for measuring ODE, this dissertation also provides useful methodological advances that may pave the way for further research in this area. The results will also be of great practical value to DMOs as they provide a tool to monitor the experiential value of destination websites as a basis for strategic marketing decisions.

Abstract (English)
Destination websites, which are maintained by destination marketing/management organizations (DMOs), are a key source of information for tourists in the pre-trip phase. DMOs are increasingly applying experiential marketing on their websites to support positive pre-travel online destination experiences (ODEs) and make the vision of the holiday as vivid as possible. Thereby they aim to turn virtual visitors into physical visitors. However, research into technology-driven travel experiences is still in its infancy. In particular, a theoretical understanding of the nature of ODEs arising from destination websites is still lacking. Closing this knowledge gap is of great interest from a theoretical perspective; furthermore, it is of central importance for strategic marketing-controlling of destinations. Therefore, this dissertation is dedicated to an extensive investigation of ODEs on destination websites in the pre-travel phase. The aims were to analyze the influences of experiential design on ODEs, explore the ODE dimensions, and develop and validate a measurement tool for assessing the ODE values of destination websites.

In the first qualitative multi-method study (eye-tracking, retrospective think-aloud protocols, semi-structured interviews, and video observations), the objective was to gain an in-depth understanding of the ODE facets in the travel inspiration phase. It was found that the experience dimensions adopted in previous research regarding the product-brand context (sensory, affective, intellectual, social, and behavioral dimensions) also occurred in the ODE context but exhibited some particularities, such as a future-oriented affective component (affective forecasting). Furthermore, a supplementary spatio-temporal experience dimension was identified.

An online field experiment was subsequently conducted and aimed at assessing the effects of applying experiential marketing on destination websites on ODEs in the travel inspiration phase. Based on the findings of Study 1, an initial attempt at developing an ODE measurement instrument was made and the ODE dimensionality tested. The results showed the theoretically relevant experience dimensions to be less differentiated compared to the product-brand context; instead, they merged into a holistic ODE encompassing several experience facets. Furthermore, it was shown that the application of experiential design enhanced ODEs; however, considering the subjectivity of experiences, the effect was rather small. Accordingly, complex multi-media elements do not automatically increase the experiential effect. In the third study, a quasi-online field experiment was conducted, simulating the travel information phase (higher involvement than Study 2) to re-assess the ODE dimensions and develop and validate a measurement instrument. The results showed the overall ODE to be reflected by two interrelated dimensions that aligned with the dual process theory: hedonic and utilitarian experiences. The facets identified in the first study were largely reflected in these two overarching components. Furthermore, a reliable, valid, and parsimonious second-order measure for assessing ODEs was proposed. Overall, the results yielded by this dissertation enhance the scientific understanding of the technology-empowered tourist experience in the currently under-researched pre-travel experience phase. In addition, by proposing a new scale for the measurement of ODEs, this dissertation provides useful methodological advancements that can pave the way for further research in this field. The results will also be of great practical value for DMOs, as they yield a tool for controlling the experiential outcomes of websites as a base for strategic marketing decisions.