Impact of Perceived Benefits of Social Media Networks on Web Quality and E-satisfaction

As many DMOs have increased their investment in Social Media Networks to support B2C systems, it is important to measure the success of such investment. This paper aims to examine the impact of perceived benefits of Social Media Networks (SMN) on Web Quality and eSatisfaction within the context of tourism destination marketing. in this research, integrated model is proposed based on study by De Lone and McLean's (2004) and McKinney et al (2001) in order to assess the influence of perceived benefits of Social Media Networks on website quality and costumers' satisfaction. A total of 200 useable responses were collected in order to examine the validation of the model from the customer perspective. Multiple Regression Analysis techniques are applied to test the validation of the proposed model. The findings provide several important implications for Social Media Networks research and practice in destination marketing context. This paper concludes by discussing limitations of the study which should be addressed in future research.