Supervisors info:
Μόχλα Βάγια, Επιστημονική Συνεργάτης, Τμήμα Διοίκησης Επιχειρήσεων και Οργανισμών, ΕΚΠΑ
Summary:
Purpose – This study examines the interplay between Perceived Electronic Service Quality
(E-S-QUAL), User Experience (UX), and overall user satisfaction in Online Travel Platforms
(OTAs) within the cultural tourism sector. Additionally, it evaluates the applicability and
influence of E-S-QUAL and UX frameworks on Search Engine Optimization (SEO).
Design/methodology/approach – Data were collected through a structured questionnaire
distributed to 165 participants, with a final valid sample of 95 responses. The analysis included
reliability and validity tests using SPSS, as well as correlation and regression analyses.
Findings – The findings confirm the reliability and validity of the scales within the context of
cultural tourism OTAs. Significant correlations were identified between E-S-QUAL, UX, and
user satisfaction. Furthermore, causal relationships between the independent variables (E-S-
QUAL, UX) and the dependent variable (Customer Satisfaction) were established.
Originality/value – This study introduces a novel multi-dimensional framework for
understanding the relationship between UX, E-S-QUAL, and user satisfaction in Online Travel
Platforms (OTAs) offering tours and activities. By integrating UX and SEO practices, it
provides both theoretical contributions to research and practical recommendations for the
tourism industry to enhance user satisfaction, trust, and sustainable tourism development.
Keywords: Online Travel Agencies (OTAs), User Experience (UX), User Satisfaction,
Cultural Tourism, Perceived Electronic Service Quality (E-S-QUAL), Search Engine
Optimization (SEO), Cultural Tourism Services, Digital Experience, User Analysis
Keywords:
Online Travel Agencies (OTAs), User Experience (UX), User Satisfaction, Cultural Tourism, Perceived Electronic Service Quality (E-S-QUAL), Search Engine Optimization (SEO), Cultural Tourism Services, Digital Experience, User Analysis
