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

    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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