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• W2388727438 abstract "The quest for the ultimate measure of website effectiveness has started to draw attention from an increasing number of tourism researchers and is slowly but surely beginning to resemble a search for the Holy Grail. It is a promising endeavor for the modern knights of tourism as it provides the potential for fame and wealth given the willingness of the tourism industry to sponsor such a mission. With websites becoming an integral part of the marketing mix of tourism organizations and with shrinking war chests requiring justification of every dollar spent, there is a clear practical need for Website effectiveness measurement. Unfortunately, maybe blinded by the shiny and golden prospect of their reward, tourism researchers have started to sell all kinds of approaches to their benefactors in the industry as the ultimate way to measure website effectiveness, luring many tourism practitioners into thinking that there is indeed such a thing as a perfect and universally applicable measure – a Holy Grail of website effectiveness measurement that can solve all problems and for which it is worth killing established methodological standards. The Web is different in that it is a rich, interactive medium that integrates a wide array of IT applications. However, it still has many characteristics of traditional advertising media. Thus, it seems very peculiar that website effectiveness research often starts from a naive perspective, ignoring decades of advertising effectiveness research that are very well documented in the general advertising and tourism literatures. Given the unique technology-supported base of Web marketing efforts, there is an obvious merit in measuring the technical performance (downloading time, number of broken links, etc.) of websites. But such control measures are equivalent to checking brochures and magazine ads for typos or the legibility of small print, etc. While such things are important and necessary to consider, they represent hygiene factors and, therefore, might negatively influence effectiveness when missing. However, a brochure (or website) is not automatically an effective advertising/promotional piece if it does not have any technical flaws. Similarly, the presence of certain features (forms, pictures, online booking, etc.) can indicate technical sophistication but does not necessarily say anything about the quality of a website with respect to its ability to effectively market a tourism business or destination. Perhaps most important is that many of the existing approaches ignore the unique marketing goals of the tourism organizations that create the websites. A request for proposals form might be important for convention destinations but not for a destination which solely attracts leisure visitors. Having a Japanese translation of the website only makes sense if one would like to cater to Japanese tourists. Where did all our knowledge of target marketing go when it comes to measuring Website effectiveness? One could argue that general website effectiveness measures are important for benchmarking purposes, but why would one ever want to compare oneself to a benchmarking partner who does not share the same goals? It seems to be rather nonsensical to" @default.
• W2388727438 created "2016-06-24" @default.
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• W2388727438 date "2004-01-01" @default.
• W2388727438 modified "2023-09-23" @default.
• W2388727438 title "Website Effectiveness - Are We Measuring the Right Things?" @default.
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