Title: Tourism destinations' online representation: a performance assessment

Authors: Anastasia E. Spyridou; Evangelos Christou; Donghee Shin

Addresses: Gdańsk University of Technology, Gdańsk, Poland ' International Hellenic University, Thermi, Greece ' Zayed University, Dubai, UAE

Abstract: This study aims to expand the application of a website assessment model called the Website Quality Index (WQI), to a global sample of tourism destination sites, with an aim to create a representative global ranking system measuring effectiveness and attractiveness of tourism destination websites. The results of this study indicate that there is a disconnect between the destinations that rank highly in number of visitors and tourism spending when compared to the WQI ranking. These findings contribute to future digital marketing strategies for tourism destinations, and provide valuable insight into the importance of meeting consumer demands and an increased focus to keeping up with technological trends.

Keywords: Website Quality Index; WQI; tourism destinations; websites.

DOI: 10.1504/IJTMKT.2022.126275

International Journal of Technology Marketing, 2022 Vol.16 No.4, pp.318 - 331

Received: 28 Sep 2021
Accepted: 08 Nov 2021
Published online: 18 Oct 2022 *

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