EXPLORING HOW INTERNET IMPACTS NATURE-BASED DESTINATION SATISFACTION

Internet is one of the most impacted and widely applied media in travelers' daily life; hence, it has a great impact on the Tourism Industry and Service Sector worldwide. This study is to quantitatively explore the relationship between the travellers' satisfaction with the online information availability provided by a certain destination from the Internet and visitors' general pleasure with the natured-based destination, to investigate tourist's attitude from destination Internet prior to travel impact on this relationship. Using an online questionnaire survey method, this study primarily utilizes the qualitative method including descriptive- and content analysis that supplies some insightful information on how consumers are affected with being exposed to Internet. Through survey analysis conducted amongst 148 International travellers, correlation analysis was applied to verify the strongly direct relationship between Internet satisfaction and destination satisfaction. Furthermore, regression analysis proved that 41% of destination satisfaction could be explained by Internet satisfaction. The moderating effect of tourist previous attitude toward destination on this kind of association is examined by Analysis of Variance. The results of regression analysis show that Internet satisfaction greatly impacts on the natural destination satisfaction. A categorical content analysis is conducted on answers and it displays that Internet satisfaction will have a positive impact on travelers' intention to use Internet before and after their "next trip". Exploratory factor analysis was carried out to extract two mostly significant factors among four variables and found that they are the overall Internet experience and perception towards Internet. In theory, the empirical practice confirms the moderating role overall internet experience and perception towards internet play role in the formation of tourist satisfaction of internet. It reveals that to improve destination website is of importance. It is virtually significant for organizations in Tourism Industry - like DMOs who manage the marketing of tourism destinations - that they should be engaged in having full use of Internet as the marketing and promotion channel, and the provided information should be targeted to a group with a considerable level of expertise, and fluent in using the Internet. The entrepreneurs and managers could benefit from paying more attention to users' Internet experience. Potential researchers can focus on more than nature-based destination, on other types of tourism destination such as rural destination and urban destination, as destination is regarded as the principal motivating factor behind the tourism consumers' intentions and decisions.