JOURNAL OF HOSPITALITY AND TOURISM TECHNOLOGY, vol.6, no.2, pp.160-173, 2015 (ESCI)
Purpose - This paper aims to clarify the relationships between virtual destination environment factors and visitors' satisfaction and loyalty. Virtual destination environment factors are based upon Kaplan and Kaplan's preference matrix. Kaplan and Kaplan (1982) developed a preference matrix to describe how people use information to satisfy their needs of making sense and exploration in a physical environment. According to the model, while coherence and legibility help one to understand the place, variety and mystery landscape encourage exploration. Each of the factors can be associated with elements of the virtual destination environment.