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Travel is gaining popularity among people and around the world. The number of people relying on social networking resources and hospitality/culture exchange travel websites is also increasing. However, there have been voices criticizing hospitality/culture exchange websites for deception, violations of privacy, and lack of dispute resolution process, etc. To address this problem and to glean design insight, our study performed Heuristic Evaluation (with six subject matter experts) on the features and interfaces of CouchSurfing (one of the most popular hospitality exchange websites). The purpose was to understand if current features and interfaces of hospitality travel websites support trust-building among users. Results of the study showed barriers in differing stages of the trust-building process. Results also revealed that the establishment of trust was challenged by the current graphic design, the structure design, as well as the social cue design of CouchSurfing. Design recommendations were made from this study for hospitality/culture exchange travel websites.

Building Trust in Hospitality and Culture Exchange Travel Sites: Lessons from Heuristic Evaluation of CouchSurfing