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A framework for understanding the website preferences of Egyptian online travel consumers

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A framework for understanding the website preferences of Egyptian online travel consumers. / Hagag, Wegdan; Clark, Lillian; Wheeler, Colin Nigel.

In: International Journal of Culture, Tourism and Hospitality Research, Vol. 9, No. 1, 2015, p. 68-82.

Research output: Contribution to journalArticlepeer-review

Harvard

Hagag, W, Clark, L & Wheeler, CN 2015, 'A framework for understanding the website preferences of Egyptian online travel consumers', International Journal of Culture, Tourism and Hospitality Research, vol. 9, no. 1, pp. 68-82. https://doi.org/10.1108/IJCTHR-03-2013-0008

APA

Hagag, W., Clark, L., & Wheeler, C. N. (2015). A framework for understanding the website preferences of Egyptian online travel consumers. International Journal of Culture, Tourism and Hospitality Research, 9(1), 68-82. https://doi.org/10.1108/IJCTHR-03-2013-0008

Vancouver

Hagag W, Clark L, Wheeler CN. A framework for understanding the website preferences of Egyptian online travel consumers. International Journal of Culture, Tourism and Hospitality Research. 2015;9(1):68-82. https://doi.org/10.1108/IJCTHR-03-2013-0008

Author

Hagag, Wegdan ; Clark, Lillian ; Wheeler, Colin Nigel. / A framework for understanding the website preferences of Egyptian online travel consumers. In: International Journal of Culture, Tourism and Hospitality Research. 2015 ; Vol. 9, No. 1. pp. 68-82.

Bibtex

@article{561b73971361456985d8154c59e183ef,
title = "A framework for understanding the website preferences of Egyptian online travel consumers",
abstract = "The Internet has transformed marketing dramatically, in particular by providing interaction with consumers in any part of the world and in any language. Even in the early days of ecommerce, it was noted that users were three times more likely to buy a service or product when the web content was in their own language (DePalma, 1998). However, simply providing appropriate translations of web sites is insufficient for effective in-country digital marketing strategies, as cultural factors (the group of beliefs and values shared by a group) can also affect consumer interaction and need to be reflected in interface design. Providing such “Culturally congruent” (Luna et al., 2002, p. 400) content facilitates the consumer{\textquoteright}s processing of information and leads to more favourable attitudes towards the site and consequently the products/services being offered. This sensitivity to the consumer{\textquoteright}s culture also assists in personalisation of content, which leads to increased loyalty and sales (Singh et al., 2006; Tixier, 2005), while failure to reflect cultural values can lead to lost opportunities in attracting and keeping visitors engaged with content (Singh and Pereira, 2005b). This cultural sensitivity is of importance to the online travel market in Egypt, where both national and international travel companies seek to engage the growing Egyptian online consumer sector. In order to understand how cultural values can be recognised and incorporated into digital offerings, a number of researchers and practitioners have tried to adapt various existing cultural frameworks, in particular those of Hofstede (1980), Hall (1977 and 1984) or Schwartz (1999), to online consumer behaviour and web design. The drawback to such an approach is that these cultural frameworks originally emerged from studies of organisational behaviour or communications theory, rather than consumer behaviour. ",
author = "Wegdan Hagag and Lillian Clark and Wheeler, {Colin Nigel}",
note = "This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here http://eprints.port.ac.uk. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. ",
year = "2015",
doi = "10.1108/IJCTHR-03-2013-0008",
language = "English",
volume = "9",
pages = "68--82",
journal = "International Journal of Culture, Tourism and Hospitality Research",
issn = "1750-6182",
publisher = "Emerald Group Publishing Ltd.",
number = "1",

}

RIS

TY - JOUR

T1 - A framework for understanding the website preferences of Egyptian online travel consumers

AU - Hagag, Wegdan

AU - Clark, Lillian

AU - Wheeler, Colin Nigel

N1 - This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here http://eprints.port.ac.uk. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

PY - 2015

Y1 - 2015

N2 - The Internet has transformed marketing dramatically, in particular by providing interaction with consumers in any part of the world and in any language. Even in the early days of ecommerce, it was noted that users were three times more likely to buy a service or product when the web content was in their own language (DePalma, 1998). However, simply providing appropriate translations of web sites is insufficient for effective in-country digital marketing strategies, as cultural factors (the group of beliefs and values shared by a group) can also affect consumer interaction and need to be reflected in interface design. Providing such “Culturally congruent” (Luna et al., 2002, p. 400) content facilitates the consumer’s processing of information and leads to more favourable attitudes towards the site and consequently the products/services being offered. This sensitivity to the consumer’s culture also assists in personalisation of content, which leads to increased loyalty and sales (Singh et al., 2006; Tixier, 2005), while failure to reflect cultural values can lead to lost opportunities in attracting and keeping visitors engaged with content (Singh and Pereira, 2005b). This cultural sensitivity is of importance to the online travel market in Egypt, where both national and international travel companies seek to engage the growing Egyptian online consumer sector. In order to understand how cultural values can be recognised and incorporated into digital offerings, a number of researchers and practitioners have tried to adapt various existing cultural frameworks, in particular those of Hofstede (1980), Hall (1977 and 1984) or Schwartz (1999), to online consumer behaviour and web design. The drawback to such an approach is that these cultural frameworks originally emerged from studies of organisational behaviour or communications theory, rather than consumer behaviour.

AB - The Internet has transformed marketing dramatically, in particular by providing interaction with consumers in any part of the world and in any language. Even in the early days of ecommerce, it was noted that users were three times more likely to buy a service or product when the web content was in their own language (DePalma, 1998). However, simply providing appropriate translations of web sites is insufficient for effective in-country digital marketing strategies, as cultural factors (the group of beliefs and values shared by a group) can also affect consumer interaction and need to be reflected in interface design. Providing such “Culturally congruent” (Luna et al., 2002, p. 400) content facilitates the consumer’s processing of information and leads to more favourable attitudes towards the site and consequently the products/services being offered. This sensitivity to the consumer’s culture also assists in personalisation of content, which leads to increased loyalty and sales (Singh et al., 2006; Tixier, 2005), while failure to reflect cultural values can lead to lost opportunities in attracting and keeping visitors engaged with content (Singh and Pereira, 2005b). This cultural sensitivity is of importance to the online travel market in Egypt, where both national and international travel companies seek to engage the growing Egyptian online consumer sector. In order to understand how cultural values can be recognised and incorporated into digital offerings, a number of researchers and practitioners have tried to adapt various existing cultural frameworks, in particular those of Hofstede (1980), Hall (1977 and 1984) or Schwartz (1999), to online consumer behaviour and web design. The drawback to such an approach is that these cultural frameworks originally emerged from studies of organisational behaviour or communications theory, rather than consumer behaviour.

U2 - 10.1108/IJCTHR-03-2013-0008

DO - 10.1108/IJCTHR-03-2013-0008

M3 - Article

VL - 9

SP - 68

EP - 82

JO - International Journal of Culture, Tourism and Hospitality Research

JF - International Journal of Culture, Tourism and Hospitality Research

SN - 1750-6182

IS - 1

ER -

ID: 1756599