Destination marketing organization website visitors' flow experience: an application of Plog's model of personality

This study investigates the relationships among website features (i.e. informativeness, design, and interactivity), flow experience, and the user's intention to seek and use travel information provided on destination marketing organization (DMO) websites. It incorporates the moderating effects of personality into those relationships. Respondents (n=433) were asked to visit and explore a DMO website and then to respond as if they were planning to travel to the destination. The results show that three website features relate positively to flow experience and that flow experience contributes to behavioral intention. This study also finds that personality moderates the link between web features (informativeness and interactivity) and flow experience, the implications of which are discussed at the end of the paper.