Key qualitative and quantitative indicators: towards an integrated evaluation framework for government websites in Thailand

The objectives of this study are to create a framework to evaluate government websites. Qualitative research was employed, including in-depth interviews and literature analysis. Results show that government organisations in general still do not take public relations efforts seriously and seem to communicate in a one-way manner. Consequently, their websites are mainly used to disseminate information rather than to engage in conversation with their key public. They also heavily rely on data gathered by available computing software and rarely use other empirical data such as content analysis, attained awards and ranking, and admiration indexes as performance indicators. To evaluate the output and outcome of public relations efforts in a more systematic way, this paper adapted a five-dimension model and situational website evaluation frameworks have then been created based on research findings. The framework gives each criterion clearer indicators and categorises them into five dimensions and two situations. Due to multiple indicators and measurements, there is a need to select only indicators that can ensure results that meet their evaluation objectives without spending unnecessary time and effort on superfluous evaluation documents.