ABSTRACT
Nowadays, tourists heavily rely on digital channels to make their travel decisions. This is why Official Destination Websites (ODWs) are crucial for building and disseminating a destination brand and attractions in order to gain awareness and facilitate the traveller’s choice. An ODW is a powerful communication channel that allows destination marketing organizations to provide information, virtual experiences and interaction with actual and potential visitors. But creating, maintaining and updating an appealing official website is not an easy task. Technical and informational quality as well as relational and persuasive features are all crucial for an effective destination website.
