Travel Decision-Making and Digital Engagement: The Impact of Attitudes Toward European Destination Websites and Online Co-creation on User Intentions

Abstract

The increasing significance of digital engagement in the tourism sector has led to a heightened interest in the ways in which Destination Development, Management and Marketing Organizations (DDMMOs) websites influence travel decision-making processes. Specifically, there is a need to explore the role of user attitudes toward these websites and their willingness to engage in online co-creation experiences. This research employs a quantitative survey on business students in Cyprus to investigate the influence of their attitudes toward two Northern European destination websites and their engagement in online co-creation activities on their intention to visit a destination. The findings indicate a statistically significant impact of user attitudes and their willingness to engage in online co-creation on their inten tion to visit the destinations under examination. These findings highlight the pivotal role of positive user experiences and active engagement on DDMMO websites in influencing travel decisions.