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Information Elements on DMO-Websites: Alternative Approaches for Measuring Perceived Utility

In: Information and Communication Technologies in Tourism 2008

Author

Listed:
  • Karin Teichmann

    (Vienna University of Economics and Business Administration)

  • Andreas H. Zins

    (Vienna University of Economics and Business Administration)

Abstract

Information utility has become a major issue in consumer research since providing useful and relevant information is a key factor for the success of destination marketing organisations (DMO). This study compared six different approaches for measuring perceived utility (importance) of information elements on city tourism (CTO) organization websites: group discussion, rating, partial ranking, choice-based conjoint analysis (CBC), adaptive conjoint analysis (ACA) and maximum difference method (MaxDiff). Results showed that simple, compositional methods achieved a more consistent weight pattern compared to the conjoint approaches. The degree of complexity and level of abstraction seem to be responsible for the biases occurring in these techniques. On the other hand, the quality and content of CTO web sites vary to a large extent. Despite different weighting schemes for eight different content areas, by and large, the best and worst web sites remain the same.

Suggested Citation

  • Karin Teichmann & Andreas H. Zins, 2008. "Information Elements on DMO-Websites: Alternative Approaches for Measuring Perceived Utility," Springer Books, in: Peter O’Connor & Wolfram Höpken & Ulrike Gretzel (ed.), Information and Communication Technologies in Tourism 2008, pages 209-219, Springer.
    • Handle: RePEc:spr:sprchp:978-3-211-77280-5_19
    DOI: 10.1007/978-3-211-77280-5_19
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