http://www.fsegn.rnu.tn/documents/syllabus_6/Expose%20e-Tourism%20Website%20Evaluation/A%20review%20of%20web%20site%20evaluation%20in%20Tourism%20research%20-%20Law%20et%20al.%202010.pdf

Progress in tourism management : a review of website evaluation in tourism research

This article presents the first narrative analysis of the areas of research that have developed within the destination marketing field since its commencement in 1973. Given the broad extent of the field, and the absence of any previous reviews in four decades, a key challenge is in providing a focus for such a disparate body of knowledge. The review is structured around one principal question: ‘To what extent is the Destination Marketing Organisation (DMO) responsible for the competitiveness of the destination’? In pursuit of this underlying question, we address a number of themes including nomenclature and the DMO, the evolution of the destination marketing literature, competitiveness as the DMO reason d’etre, and DMO effectiveness including issues of branding and positioning, and future research themes in the field.

Destination marketing organizations and destination marketing : a narrative analysis of the literature

http://eprints.bournemouth.ac.uk/21118/1/Eprints%20-%20Pike%20and%20Page%20-%20DMO%20and%20destination%20marketing-1.pdf

Destination Marketing Organizations and destination marketing: a narrative analysis of the literature.

SUMMARY Millions of dollars have been invested in Website development, often without much thought of how to evaluate the effectiveness of sites. This paper reports on the past, present, and likely future of one of the recommended approaches for evaluating tourism and hospitality Websites, the modified Balanced Scorecard approach. It traces the use of the approach from its beginning in 1999 to the present time. A thorough review of other approaches to Website evaluation is also provided. The article suggests that Website evaluation approaches can be classified into four groups based upon why and when the evaluation is done (formative vs. summative evaluation) and whether efficiency or effectiveness is being measured. It concludes with a call to action for industry leaders, academics, and consultants to develop a unified procedure for Website evaluation in tourism and hospitality.

Website evaluation in tourism and hospitality: the art is not yet stated

This paper reviews website evaluation studies in the tourism and hospitality fields published between January 1996 and September 2009. A website evaluation framework that includes evaluation by phases, evaluation by features, and evaluation by features and effectiveness is developed. The strengths and weaknesses of each method of evaluation are analyzed, and research gaps and future research directions are explored.

A review of website evaluation studies in the tourism and hospitality fields from 1996 to 2009

Despite the increasing importance of the Internet as a marketing tool among national tourism organizations (NTOs) and the importance of tourism in the East Asia region, relatively few studies have been done on measuring the marketing effectiveness of NTO Websites and this exploratory study was designed to fill this gap. It included an extensive content analysis to compare NTO Websites in the East Asia region and identify their Internet marketing strengths and weaknesses. The results indicated that all of the NTOs in the East Asia region were not fully utilizing their Websites. In particular, among the four groups of criteria evaluated, it was found that East Asian NTOs were not very effective in using their Websites in the marketing role. The results of the study delivered a significant message for the NTOs in East Asia.

Siu-Ian Amy So

Papers

Internet Marketing in Tourism in Asia: An Evaluation of the Performance of East Asian National Tourism Organization Websites