Evaluating Quality in Tourism Destination Websites of Peloponnese
- 16 Downloads
Tourism destination websites contribute significantly to the competitiveness of a tourism destination. Websites and mobile technology are their main digital marketing contributors by providing tailored and up-to-date information. Since limited research has been done about non-commercial travel websites, this study aims to identify whether selected Peloponnese destination websites apply integrated quality as a mean to raise their brand competitiveness.
Methods: A content analysis was performed in order to assess the destination websites quality performance. The used website quality assessment consists of a set of 42 parameters covering content and usability characteristics. The selected tourist destination websites were chosen according to two criteria: (1) their ability to provide at least two options in language Greek and English and (2) their main destination will be either Peloponnese or a region of it.
The results: The analysis of the data revealed that tourism destination websites average performance level was weak. In total they seemed to perform better in content than in usability. According to the result, leading quality indicators of destination websites found to be the audience, the page load time and advertising. However, there is still room for improvements with relation to information accuracy, access, navigation as well as interactivity.
Conclusions: As indicated by the results, there are elements to the selected destination websites that may be improved targeting an excellence quality performance. The destination websites will keep on playing a basic role in tourism communication, thus quality excellence should ensure the optimization of tourist experience and increase the intention for visiting these destinations.
KeywordsTourism destination websites Peloponnese region Brand destination Quality Websites Content Usability Assessment
JEL ClassificationL8 Z3
- Anderson, P. F., Allee, N., Grove, S., & Hill, S. (1999). Web site evaluation checklist. Retrieved from University of Michigan, personal website of P.F. Anderson: Retrieved from http://wwwpersonal.umich.edu/~pfa/pro/courses/WebEvalNew.pdf
- Breiman, J. H., Olshen, L., Friedman, R. A., & Stone, C. J. (1984). Classification and regression trees. Wadsworth International Group.Google Scholar
- Bremner, C. (2017). What the data tells us about travel and tourism in 2018. Euromonitor international. Retrieved from https://blog.euromonitor.com/2017/09/travel-2018-data-tells-us.html
- Brida, J. G., Pulina, M., Riaño, E. M. M., & Zapata-Aguirre, S. (2010). A classification and regression tree (CART) to analyse cruisers’ expenditure pattern and perception in a port of call (Working paper).Google Scholar
- Craigwell, R., Worrell, D., & Smith, S. (2006). The competitiveness of selected Caribbean tourism markets. Proceedings of annual review seminar of the central Bank of Barbados. Barbados: Bridgetown.Google Scholar
- Dion, C. P., & Woodside, A. G. (2010). Usefulness of government and private destination websites. In A. G. Woodside (Ed.), Tourism-marketing performance metrics and usefulness auditing of destination websites. Advances in culture, tourism and hospitality research (Vol. 4, pp. 69–137). Bingley: Emerald.Google Scholar
- Dupeyras, A., & MacCallum, N. (2013). Indicators for measuring competitiveness in tourism: A guidance document (OECD Tourism Papers, 2013/02). OECD. Retrieved from https://doi.org/10.1787/5k47t9q2t923-en
- Eisenberg, B., & Quarto-vonTivadar, J. (2009). Always be testing: The complete guide to Google website optimizer. New York: Wiley.Google Scholar
- Fernández-Cavia, J., Díaz-Luque, P., Huertas, A., Rovira, C., Pedraza-Jimenez, R., Sicilia, M., et al. (2013). Destination brands and website evaluation: A research methodology. Revista Latina de Comunicación Social, 68, 622–638.Google Scholar
- Gretzel, U. (2018). From smart destinations to smart tourism regions. Investigaciones Regionales, 42, 171–184.Google Scholar
- Gretzel, U., Reino, S., Kopera, S., & Koo, C. (2015). Smart tourism challenges. Journal of Tourism, 16(1), 41–47.Google Scholar
- Groth, A., & Haslwanter, D. (2015). Perceived usability, attractiveness and intuitiveness of responsive mobile tourism websites: A user experience study. In Information and communication technologies in tourism (pp. 593–606). Cham: Springer.Google Scholar
- Lopez, M. T., Valarez, K., & Altamirano, V. (2016). Collaborative tourism communication 2.0: Promotion advertising and interactivity in government tourism websites in Latin America. Social Communication, 249–271.Google Scholar
- Rougeris, C., & Androulakis, G. S. (2008). An examination of factors affecting bidders’ choice in electronic auctions. In Proceedings of international multiconference on computer science and information technology (pp. 407–413). IEEE.Google Scholar
- Tourism Economics. (2017). The impact of online content on European tourism: An update and extension of prior analysis. Oxford Economics Company, 1–61.Google Scholar
- Zhang, L. Y., Li, N., & Liu, M. (2012). On the basic concept of smarter tourism and its theoretical system. Tour Tribune, 27(5), 66–73.Google Scholar
- Zhou, Q., & DeSantis, R. (2005). Usability issues in city tourism website design: A content analysis. In IPCC 2005. Proceedings of international professional communication conference (pp. 789–796). IEEE.Google Scholar