Title

Evaluating the Effectiveness of Destination Marketing Organisations ' Websites: Evidence from China

Authors

Authors

X. Li;Y. C. Wang

Comments

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Abbreviated Journal Title

Int. J. Tour. Res.

Keywords

website evaluation; destination marketing organisations; destination; marketing; tourism marketing; China; WEB SITES; HOTELS; TURKEY; Hospitality, Leisure, Sport & Tourism

Abstract

Despite the extensive use of the Internet as a marketing tool by Chinese destination marketing organisations (DMOs), few studies have been conducted to measure the effectiveness of Chinese DMOs' websites. This study attempted to fill the gap by constructing a conceptual website evaluation model consisting of five dimensions of information, communication, transaction, relationship and technical merit. The proposed framework was tested to evaluate the effectiveness of each of the dimensions of 31 Chinese Provincial Tourism Administrations' (PTAs) websites. The results indicated that overall, the PTAs in China were not using their websites effectively. Among the five dimensions, transaction and relationship dimensions were the weakest areas of Chinese PTAs' websites. Great variation exists in the website effectiveness among different provinces. Suggestions and implications were provided and discussed. Copyright (C) 2010 John Wiley & Sons, Ltd.

Journal Title

International Journal of Tourism Research

Volume

12

Issue/Number

5

Publication Date

1-1-2010

Document Type

Article

Language

English

First Page

536

Last Page

549

WOS Identifier

WOS:000281175600011

ISSN

1099-2340

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