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A strategic website evaluation of online travel agencies

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  • Chiou, Wen-Chih
  • Lin, Chin-Chao
  • Perng, Chyuan

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.

Suggested Citation

  • Chiou, Wen-Chih & Lin, Chin-Chao & Perng, Chyuan, 2011. "A strategic website evaluation of online travel agencies," Tourism Management, Elsevier, vol. 32(6), pages 1463-1473.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:6:p:1463-1473
    DOI: 10.1016/j.tourman.2010.12.007
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    References listed on IDEAS

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    Cited by:

    1. Marya Wani & Vishnupriya Raghavan & Dolphy Abraham & Virginia Kleist, 0. "Beyond utilitarian factors: User experience and travel company website successes," Information Systems Frontiers, Springer, vol. 0, pages 1-17.
    2. Vo Nga Thi & Chovancová Miloslava & Tri Ho Thanh, 2019. "A major boost to the website performance of up-scale hotels in Vietnam," Management & Marketing, Sciendo, vol. 14(1), pages 14-30, March.
    3. Huang, Zhao & Mou, Jian, 2021. "Gender differences in user perception of usability and performance of online travel agency websites," Technology in Society, Elsevier, vol. 66(C).
    4. Veronica Digiorgio, 2016. "Impact of promotional tools on reservation channels management: a descriptive model of Italian accommodation facilities," Information Technology & Tourism, Springer, vol. 16(4), pages 347-373, December.
    5. Andrea Runfola & Massimo Rosati & Simone Guercini, 2013. "New business models in online hotel distribution: emerging private sales versus leading IDS," Service Business, Springer;Pan-Pacific Business Association, vol. 7(2), pages 183-205, June.
    6. Marya Wani & Vishnupriya Raghavan & Dolphy Abraham & Virginia Kleist, 2017. "Beyond utilitarian factors: User experience and travel company website successes," Information Systems Frontiers, Springer, vol. 19(4), pages 769-785, August.
    7. Salavati, Shahram & Hashim, Noor Hazarina, 2015. "Website adoption and performance by Iranian hotels," Tourism Management, Elsevier, vol. 46(C), pages 367-374.
    8. Tonghui Lian & Caihua Yu & Zhongqun Wang & Zhiping Hou, 2017. "The evaluation study on tourism websites: from the perspective of triangular intuitionistic fuzzy multiple attribute group decision making," Journal of Applied Statistics, Taylor & Francis Journals, vol. 44(16), pages 2877-2889, December.
    9. Băltescu Codruța Adina, 2017. "The Travel Agency Website – Factor for Business Success," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 371-375, December.
    10. Eduard Cristobal-Fransi & Natalia Daries & Eva Martin-Fuentes & Yolanda Montegut-Salla, 2020. "Industrial Heritage 2.0: Internet Presence and Development of the Electronic Commerce of Industrial Tourism," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    11. Sharma, Dheeraj & Srivastava, Praveen Ranjan & Pandey, Peeyush & Kaur, Inderjeet, 2020. "Evaluating Quality of Matrimonial Websites: Balancing Emotions with Economics," American Business Review, Pompea College of Business, University of New Haven, vol. 23(2), pages 358-392, November.
    12. Eduard Cristobal-Fransi & Natalia Daries & Antoni Serra-Cantallops & José Ramón-Cardona & Maria Zorzano, 2018. "Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain," Sustainability, MDPI, vol. 10(8), pages 1-24, August.

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