 A strategic website evaluation of online travel agenciesWen-Chih Chiou, Chin-Chao Lin and Chyuan Perng Tourism Management, 2011, vol. 32, issue 6, 1463-1473 Abstract: Online travel Web sites have been the most frequently visited online information facilities by travelers. To evaluate the effectiveness of a travel Web site, the Web site manager should regularly check whether or not it is fulfilling the objectives that were established for it. This research uses a strategic Web site evaluation framework to introduce a five-stage process for examining the consistency of Web site’s presence and its intended strategies. Two leading online travel agencies with different business strategies are selected to demonstrate methods of implementing a strategic evaluation framework and to compare the evaluation results. A hierarchical evaluation structure is introduced to explicitly delineate the two Web sites’ different strategy intentions and related evaluation criteria. Results show that an individual Web site’s strategy-inconsistent criteria can be easily identified through a gap analysis and criteria performance matrix. A strategy-inconsistent dimension can be discovered through a radar chart analysis of the 4PsC (Product, Promotion, Price, Place, and Customer Relationship) dimensions and a transaction phases analysis. Keywords: Website evaluation; Online travel agencies; Strategy consistency (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:32:y:2011:i:6:p:1463-1473 DOI: 10.1016/j.tourman.2010.12.007 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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