✦ LIBER ✦

Evaluating the effectiveness of destination marketing organisations' websites: evidence from China

✍ Scribed by Xu Li; Youcheng Wang

Publisher: John Wiley and Sons
Year: 2010
Tongue: English
Weight: 171 KB
Volume: 12
Category: Article
ISSN: 1099-2340
DOI: 10.1002/jtr.772

No coin nor oath required. For personal study only.

✦ Synopsis

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 © 2010 John Wiley & Sons, Ltd.

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