| dc.creator |
Jani, Dev |
|
| dc.date |
2017-03-10T11:12:32Z |
|
| dc.date |
2017-03-10T11:12:32Z |
|
| dc.date |
2016 |
|
| dc.date.accessioned |
2018-04-18T12:36:47Z |
|
| dc.date.available |
2018-04-18T12:36:47Z |
|
| dc.identifier |
http://hdl.handle.net/20.500.11810/4497 |
|
| dc.identifier |
http://dx.doi.org/10.1080/15980634.2016.1205297 |
|
| dc.identifier |
http://dx.doi.org/10.1080/15980634.2016.1205297 |
|
| dc.identifier.uri |
http://hdl.handle.net/20.500.11810/4497 |
|
| dc.description |
Destination marketing organizations’ (DMOs’) websites have become
an important communication platform not only with potential tourist
but with all tourism stakeholders. This study aimed at comparing
websites of four DMOs in East African countries, specifically Tanzania,
Kenya, Uganda and Rwanda, all of which can be considered as emerging
markets. Multi-methods combining qualitative and quantitative
approaches were used to evaluate the content and design of four
tourism agencies in the respective countries. Data were gathered
through the use of independent evaluators and the researchers
appraising the four websites. Selected scores for the four DMO websites
were tallied using selected Travel and Tourism Competitive Index to
appraise the utility of the respective country resources vis-à-vis their
website marketing. Results indicate all the countries promote tourist
opportunities based on their natural attractions and less on other
types of attraction. It is noted that the DMOs differ in content and
design with Kenya and Uganda scoring higher in text and picture,
respectively. The study sets benchmarks for the respective DMOs to
improve their websites. Methodological wise, the study provides a
valid methodological approach that can be used in other contexts. |
|
| dc.language |
en |
|
| dc.publisher |
Taylor and Francis |
|
| dc.subject |
website |
|
| dc.subject |
evaluation |
|
| dc.subject |
east Africa |
|
| dc.title |
A comparative analysis of East African destination marketing |
|
| dc.type |
Journal Article, Peer Reviewed |
|