Performance auditing of tourism websites: France, Spain, and Portugal

Abstract

Measuring and evaluating the effectiveness of a website can be very difficult and subjective. These sites can be evaluated in different ways, depending on which factor is considered as the most important one in promoting a website. Theory suggests some key factors when evaluating the effectiveness of a Web site, such as the quantity of information provided, the design of the Web site, or the reciprocity created with the customer. This chapter focuses on these factors to evaluate effectiveness. However, to complete this evaluation, it is highly recommended using other traditional tools like survey methodology. Both online and email surveys are necessary to get a more detailed conclusion when investigating effectiveness of a tourism promotional Web site. Evaluation of Web site effectiveness is necessary because of the significant costs for setup, advertising, and maintenance.

Citation

Canals, P. (2010), "Performance auditing of tourism websites: France, Spain, and Portugal", Woodside, A.G. (Ed.) Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites (Advances in Culture, Tourism and Hospitality Research, Vol. 4), Emerald Group Publishing Limited, Leeds, pp. 59-68. https://doi.org/10.1108/S1871-3173(2010)0000004009