Measuring the Effectiveness of US Official State Tourism Website

Keywords

destination marketing, state tourism offices, website evaluation, website effectiveness

Abstract

This study attempts to apply the ICTRT (information, communication, transaction, relationship and technical merit) model to assess the effectiveness of US official state tourism websites through content analysis by expert evaluators. The results demonstrated that US State Tourism Offices (STOs) were not able to effectively adopt and manage information technology to support more sophisticated business operations. Most STOs focused mainly on basic website functions, such as information and communication. Applications supporting more advanced functions, such as transaction and relationship building were not being widely deployed. In addition, an inverse, curvilinear relationship was found between website complexity and website performance. Suggestions and implications were provided and discussed based on the research findings.

Publication Date

10-1-2011

Original Citation

Li, X., Wang, Y.C. (2011). Measuring the Effectiveness of US Official State Tourism Website. Journal of Vacation Marketing. 17(4), 287-302.

Number of Pages

287-302

Document Type

Paper

Language

English

Source Title

Journal of Vacation Marketing

Volume

17

Issue

4

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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