A comparative analysis of East African destination marketing organizations’ websites

• 영문명: A comparative analysis of East African destination marketing organizations’ websites
• 발행기관: 한국관광학회
• 저자명: Maria Minde Dev Jani
• 간행물 정보: 『International Journal of Tourism Science』Vol.16 No.1, 15~26쪽, 전체 12쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2016.09.30

영문 초록

Destination marketing organizations’ (DMOs’) websites have become an important communication platform not only with potential tourist but with all tourism stakeholders. This study aimed at comparing websites of four DMOs in East African countries, specifically Tanzania, Kenya, Uganda and Rwanda, all of which can be considered as emerging markets. Multi-methods combining qualitative and quantitative approaches were used to evaluate the content and design of four tourism agencies in the respective countries. Data were gathered through the use of independent evaluators and the researchers appraising the four websites. Selected scores for the four DMO websites were tallied using selected Travel and Tourism Competitive Index to appraise the utility of the respective country resources vis-à-vis their website marketing. Results indicate all the countries promote tourist opportunities based on their natural attractions and less on other types of attraction. It is noted that the DMOs differ in content and design with Kenya and Uganda scoring higher in text and picture, respectively. The study sets benchmarks for the respective DMOs to improve their websites. Methodological wise, the study provides a valid methodological approach that can be used in other contexts.

목차

Introduction

Literature review

Methods

Results

Conclusions and implications

Disclosure statement

References

키워드

website evaluation East Africa tourism comparative analysis