Mountain Tourism Destination Website Interface Design Based on Classical Conditioning Theory of Persuasion

The purpose of this study to examine the design of mountain tourism websites based on classical conditioning theory of persuasion. 70 respondents who have ever at least 3 times visited mountain tourism destinations participated in this study. The filler design of customer interfaces' mountain tourism destination website had guided the stimulant design of this study test. The approach of this paper to reviews the value respondent on customer interface and their specific features or attributes. Therefore, the research utilized conjoint analysis based on classical conditioning theory of persuasion to predict the tourists' preferences. The results findings indicate that specific features and attributes of web site personalization especially for mountain tourism destination user interface preferred by tourist. The research has recommended the most effective customer interface design of destination web site based on classical conditioning method to persuade consumer by 7 Cs Framework of user interface. The practical implications for the marketers of mountain tourism destinations can focus on the recommended classical conditioning method to persuade the tourist through customer interface design of website in order to promote the mountain tourism destination development.