E-CAF: examining the adaptation of local travel interfaces

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’.