Comparative scoring of local travel agencies and tour operators' websites: the cases of Estonia and Bulgaria

Liudmyla Dorokhova (), Silvia Beloeva (), Nataliya Venelinova () and Dzhavid Mirzoiev ()
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Liudmyla Dorokhova: University of Tartu, Tartu, Estonia
Silvia Beloeva: “Angel Kanchev†University of Ruse, Ruse, Bulgaria
Nataliya Venelinova: “Angel Kanchev†University of Ruse, Ruse, Bulgaria
Dzhavid Mirzoiev: Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine

Access Journal, 2026, vol. 7, issue 2, 376-395

Abstract: Objectives: This study aims to evaluate the quality and effectiveness of travel agency and tour operator websites in Estonia and Bulgaria, focusing on technical performance, accessibility, and user experience. The goal is to identify strengths and weaknesses to improve marketing, customer engagement, and competitive positioning in local tourism markets. Methods/Approaches: The research employs a multi-criteria evaluation model using a fuzzy inference system, combining numerical data and expert assessments. Free and open-source tools were used to assess technical, functional, and user-facing aspects of websites, and practical calculations were implemented in MATLAB to enable comparative analysis across different agencies. Results: The analysis revealed that Estonian tour operator websites generally perform better in technical components, while Bulgarian travel agency websites require improvements in accessibility, particularly relevant for mass beach tourism. Some agencies demonstrated consistent performance across all indicators, whereas others showed significant variation in website quality, affecting overall ratings. Conclusions: The study confirms the importance of evaluating local tourism websites to enhance marketing effectiveness and operational efficiency. The proposed fuzzy-based methodology provides an accessible and practical tool for generating integrated numerical assessments of website quality, helping management identify problem areas, benchmark against competitors, and guide website development and improvement strategies.

Keywords: tourism agency; website quality; internet user; site usability; visitor with disabilities; web traffic parameters (search for similar items in EconPapers)
JEL-codes: L86 M31 Z32 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:aip:access:v:7:y:2026:i:2:p:376-395

DOI: 10.46656/access.2026.7.2(7)

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