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

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

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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