E-CAF: examining the adaptation of local travel interfaces

W. Hagag, Lillian Clark, Colin Wheeler

    Research output: Contribution to conferencePaperpeer-review


    In this paper an electronic cultural adaption framework, or E-CAF, is introduced as a structure for adapting local Web e-commerce interfaces. The E- CAF offers six cultural dimensions derived from the observation of behaviour, identifies unique cultural variables that affect online consumer behaviour, and provides international marketers with a checklist for Web cultural adaption. In this paper the E-CAF Web cultural adaptation checklist is used to examine three different local travel pages for Egyptian consumers. These include an international travel agent interface (Thomas Cook), an airline interface (British Airways) and a local travel agent (Alforsan Tours). This study provides insights into the adaptation of web sites, makes recommendations for adapting local travel interfaces and demonstrates that an effective web interface can be developed by considering the culture of the targeted users’.
    Original languageEnglish
    Publication statusPublished - Oct 2011
    Event2011 Networking and Electronic Commerce Research Conference - Riva del Garda, Italy
    Duration: 13 Oct 201116 Oct 2011


    Conference2011 Networking and Electronic Commerce Research Conference
    Abbreviated titleNAEC2011
    CityRiva del Garda


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