E-Satisfaction of NTO's Website Case Study: Singapore Tourism Board's Taiwan Website

This paper fills the gap in literature regarding research of NTO’s overseas office marketing efforts and adopting Singapore Tourism Board’s (STB) Traditional Chinese (TC) website as a case study to examine Taiwanese consumers’ satisfactions toward the NTO website. Through an online questionnaire available on STB Taiwan website’s homepage, 257 useable responses were collected. The findings demonstrate that firstly, users’ desired information generally pertains to transportation, local maps and accommodation. Secondly, information quality contributed to the website satisfaction more than system quality. Thirdly, the website satisfaction is positively correlated to the intention to reuse and recommendation of the website to other users. However, the intention to actually visit Singapore is un-correlated to the website satisfaction. Thus, NTOs should continuously determine their customers’ satisfaction and experience during their visit to the website by the e-Satisfaction model proposed and developed in this study.