Examining the Influence of Website Quality on Citizen's E-Loyalty in Domestic Tourism in Jordan: The Role of E-Trust and E-Satisfaction

Abstract

Copyright © 2023 Nour Qatawneh et al. The fast development of the Internet has raised the number of government-related websites and the variety of e-services available. Despite tourism’s critical significance in supporting the national economy, relatively few researches have been conducted on the influence of tourism website quality dimensions on electronic loyalty among citizens (e-loyalty), particularly in the Jordanian domestic tourism context. The objective of this research is to identify the factors that impact the e-loyalty of citizens toward the e-government services offered by the Ministry of Tourism and Antiquities in Jordan, considering the mediating influence of citizens’ e-satisfaction and e-trust, primarily following Oliver’s (1999) e-loyalty model. The survey questionnaire was adopted as a main strategy to collect and analyze primary data and to investigate the relationships between variables. Statistical processing was applied using IBM SPSS version 22 package and Amos version 25 for path analysis as the main statistical software package. The results indicated that citizens’ e-loyalty toward the governmental tourism-related website in Jordan is moderate, demonstrating that citizens are generally comfortable with the e-services provided. Furthermore, the results suggest that e-satisfaction and e-trust both play a mediating role in the connection between dimensions of website quality (specifically, information quality and personalization) and the e-loyalty of citizens. This study contributes to the theory by combining the relationships among website quality dimensions, citizen e-trust, e-satisfaction, and e-loyalty, particularly in the unique setting of Jordan’s domestic tourism sector. The results provide valuable insights for policymakers and tourism sector managers, aiding them in the implementation of information and communication technology (ICT) strategies that facilitate citizens’ transactions and encourage them to participate effectively in e-government activities, thereby boosting the kingdom’s economy and gross domestic product (GDP). The government also recommended enhancing awareness programs and employee training in order to enhance the e-services offered to citizens.