Examining e-travel sites: an empirical study in Taiwan.

The article presents an empirical study which examines the marketing potential of electronic-travel (e-travel) web sites in Taiwan. It explores the factors that contribute to the customers' acceptance or rejection of e-travel sites and how their acceptance is affected by the sites' features including relevant web information content, information quality, and functionality. It indicates that information quality, relevant content, and functionality and assistance service of e-travel sites determine customers' perceptions of usefulness and convenience that lead to acceptance of these sites. It suggests that web information content must be sufficiently provided and constantly updated to maintain correct information to meet users' needs.