Evaluating the Effectiveness of Destination Marketing Organisations' Websites: Evidence from China
DOI Link
Keywords
website evaluation, destination marketing organisations, destination marketing, tourism marketing, China
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.
Publication Date
2-22-2010
Original Citation
Li, X., & Wang, Y.C. (2010). Evaluating the Effectiveness of Destination Marketing Websites in China. International Journal of Tourism Research. 12(5), 536-549.
Number of Pages
536-549
Document Type
Paper
Language
English
Source Title
International Journal of Tourism Research
Volume
12
Issue
5
Copyright Status
Unknown
Copyright Date
2010
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Li, Xu and Wang, Youcheng C., "Evaluating the Effectiveness of Destination Marketing Organisations' Websites: Evidence from China" (2010). Faculty Scholarship and Creative Works. 307.
https://stars.library.ucf.edu/ucfscholar/307
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