Dual-route communication of destination websites

To understand the communication route of destination websites, this study employed the elaboration likelihood model (ELM) which is a dual-route, multi-process model of persuasive message processing. That is, this study proposed a theoretical model for the dual-route persuasive process based on ELM, investigated its antecedents and consequences, and identified the moderating effect of involvement. Structural Equation Modeling (SEM) is used to test the validity of the conceptual model. The results indicate that highly involved people are inclined to elaborate on information (central route), while people with low involvement are likely to make judgments based on simple cues (peripheral route). Website design characteristics are an important antecedent of both central and peripheral-route persuasions. Attitudes resulting from careful consideration via the central route are more predictive of conation and behavior (further information searching and travel intentions) than those formed via the peripheral route. The study provides a foundation for further tourism research investigating the Internet as a persuasive tool, and suggests strategies for website designers.