Internet-Based Evaluation of Tourism Web Site Effectiveness: Methodological Issues and Survey Results

The objectives of this study were to develop and apply a low-cost, automated, Internet-based survey methodology to investigate effectiveness of a tourism promotional Web site, and to suggest to improve evaluation methods.

Abstract

There is growing reliance on the Internet and Web sites for promotion of tourism. Evaluation of Web site effectiveness is necessary because of the significant costs for setup, advertising, and maintenance. Research suggests there is a great need for evaluations to go beyond hits and page viewings. The objectives of this study were to develop and apply a low-cost, automated, Internet-based survey methodology to investigate effectiveness of a tourism promotional Web site. Both online and email surveys were used to gather data from visitors to a state Web site. Although responses were received from 833 persons, response rates were low. A check for nonresponse bias indicated that respondents were different from nonrespondents. Respondents primarily learned about the Web site through two sources and reported that the Web site significantly influenced their travel plans. However, study findings suggest that there are substantial methodological challenges in conducting Web-based surveys. Suggestions to improve evaluation methods are provided.