Factors Affecting User’s Satisfaction of Tourism Board Website and Its Impact on Continuous Intention to Use

Abstract

The purpose of this study is to examine the associations among knowledge quality, system quality, service quality, perceived ease of use, user satisfaction, and continuous intention to use Jordan Tourism Board (JTB) website. A survey instrument was used to examine the relationships in the proposed model. The collected primary data (n=399) from different users of the website from the University of Jordan students at Aqaba branch located in Aqaba city is conducted to test the relationship between exogenous and endogenous construct expressed in the proposed structural model. By employing SEM (Structural Equation Modeling) analysis, the findings revealed that knowledge quality, system quality, service quality, and perceived ease of use have significant impact on user satisfaction; as well as user satisfaction affected employees’ continuous intention to use.