A Conceptual Framework of Persuasive Architecture of Tourism Websites: Propositions and Implications

This study outlines four propositions for website design that destination marketing organizations can use to increase the persuasiveness of their websites.

Abstract

This paper proposes a conceptual framework describing the persuasive architecture of tourism websites. The components included in this framework are organization, consumers, and industry that are in continuous communication with each-other. The organization uses a set of persuasive features to persuade consumers to purchase or remain on the site. Acting as catalysts in the persuasion process, the consumers and the industry contribute to the effectiveness of the website features. This study outlines four propositions for website design that destination marketing organizations can use to increase the persuasiveness of their websites.