An Exploratory Study of Perceived Importance of Web Site Characteristics: The Case of the Bed and Breakfast Industry

Little research has been documented on how Bed and Breakfast (B&B) operators conduct their business on the Internet from customers' perspectives and what perceptions customers had toward B&B Web sites. As an exploratory effort toward theory development, this study examined one actual B&B Web site in a midwestern area and identified antecedent variables of customers' behavioral intentions to use a B&B Web site. Among three different constructs examined, customers' satisfaction with the information provided by the B&B Web site appeared to be the most powerful determinant of customers' intentions to use the Web site again. Implications and suggestions are included for B&B operators and future research.