Optimizing website quality: the case of two superstar museum websites
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 24 May 2019
Issue publication date: 24 May 2019
Abstract
Purpose
Studies that examine users’ perceptions of museum’s website quality are scarce. The purpouse of this paper is to propose a multi-group comparison between two superstar museums to outline the variables that define website quality regarding museum websites towards achieving e-loyalty, trust and perceived control.
Design/methodology/approach
The sample comprised 305 valid online questionnaires, collected from a panel survey using a quota-sampling technique. The proposed model was tested using partial least squares analysis multi-group comparison between Prado and Thyssen-Bornemisza museum websites.
Findings
Website quality plays a determinant role in users’ behavioural outcomes. As evidenced in the results for the first time in a museum setting, website quality has the potential of influencing e-loyalty, trust and perceived control. Besides, trust has a positive influence on e-loyalty and perceived control, on trust. The multi-group comparison revealed no significant differences between the two museum superstars, which offer highly useful insights for the correct design of these websites.
Originality/value
This research addresses a multi-group comparison using partial least squares, a quite recent technique that advances knowledge regarding this method. It contributes to knowledge museum website management and online literature by means of proposing website quality as a dimension that includes content, ease of understanding, emotion, informational fit-to-task, promotion and visual appeal and by revealing significant effects of the relationships of the proposed model. Museum managers are provided with valuable inputs to design websites in an appropriate and suitable way for their users so they will be more willing to repeat their navigation experience.
Keywords
Acknowledgements
The authors would like to thank the Autonomous Community of Madrid for their support in the funding of this study, obtained from the Social Sciences and Humanities (PTRTIJR-CM) R&D programme.
Citation
Garcia-Madariaga, J., Recuero Virto, N., Blasco López, M.F. and Aldas Manzano, J. (2018), "Optimizing website quality: the case of two superstar museum websites", International Journal of Culture, Tourism and Hospitality Research, Vol. 13 No. 1, pp. 16-36. https://doi.org/10.1108/IJCTHR-06-2018-0074
Publisher
:Emerald Publishing Limited
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