A strategic website evaluation of online travel agencies

被引：69

作者：

Chiou, Wen-Chih ^{[2
]}

Lin, Chin-Chao ^{[1
]}

Perng, Chyuan ^{[3
]}

机构：

[1] Hsiuping Inst Technol, Dept Mkt & Distribut Management, Dali City 412, Taichung County, Taiwan

[2] Natl Chin Yi Univ Technol, Dept Business Adm, Taiping City 411, Taichung County, Taiwan

[3] Tunghai Univ, Dept Ind Engn & Enterprise Informat, Taichung 407, Taiwan

来源：

TOURISM MANAGEMENT | 2011年 / 32卷 / 06期

关键词：

Website evaluation; Online travel agencies; Strategy consistency; WEB;

D O I：

10.1016/j.tourman.2010.12.007

中图分类号：

X [环境科学、安全科学];

学科分类号：

08 ; 0830 ;

摘要：

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. (C) 2010 Elsevier Ltd. All rights reserved.

引用

页码：1463 / 1473

页数：11