Flow Experience and its Impact on the Effectiveness of a Tourism Website

This was an exploratory study about people’s online experience while visiting a tourism website. The focus of this study was to examine how flow experience is related to the effectiveness of the website to stimulate visitors’ interest in visiting the destination presented. A flow model was proposed. The study revealed that time distortion and enjoyment are two indicators of flow experience. Flow experience is closely related to users’ acceptance of information in learning about a tourism destination. It can also lead to changes of attitude and behavior, including inquiring for more information, coming back to the website, and visiting the destination.

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