Abstract
Information utility has become a major issue in consumer research since providing useful and relevant information is a key factor for the success of destination marketing organisations (DMO). This study compared six different approaches for measuring perceived utility (importance) of information elements on city tourism (CTO) organization websites: group discussion, rating, partial ranking, choice-based conjoint analysis (CBC), adaptive conjoint analysis (ACA) and maximum difference method (MaxDiff). Results showed that simple, compositional methods achieved a more consistent weight pattern compared to the conjoint approaches. The degree of complexity and level of abstraction seem to be responsible for the biases occurring in these techniques. On the other hand, the quality and content of CTO web sites vary to a large extent. Despite different weighting schemes for eight different content areas, by and large, the best and worst web sites remain the same.
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© 2008 Springer-Verlag Wien
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Teichmann, K., Zins, A.H. (2008). Information Elements on DMO-Websites: Alternative Approaches for Measuring Perceived Utility. In: O’Connor, P., Höpken, W., Gretzel, U. (eds) Information and Communication Technologies in Tourism 2008. Springer, Vienna. https://doi.org/10.1007/978-3-211-77280-5_19
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DOI: https://doi.org/10.1007/978-3-211-77280-5_19
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-77279-9
Online ISBN: 978-3-211-77280-5