This document describes a methodology for evaluating destination websites. It involves analyzing websites across multiple topics using predefined indicators. Each indicator is given a specific scale and websites are given a combined index for each topic and an overall index. The methodology allows comparisons between websites, identification of weak and strong areas for each site, recognition of good and bad practices, and pinpointing underperforming indicators. The methodology was applied to a sample of 10 destination websites to analyze and compare results.
El documento describe el potencial de la tecnología, especialmente las TICs, para el marketing de ciudades más allá de las páginas web. Explica cómo las páginas web, la web 2.0, la tecnología móvil y las ciudades virtuales ofrecen oportunidades para atraer públicos objetivos y promover el desarrollo local. También analiza preguntas clave sobre cómo las ciudades pueden aprovechar mejor las TICs en sus estrategias de marketing para generar valor y beneficios.
La plantilla propone un análisis multidisciplinar de las webs de destinos turísticos españoles mediante 154 indicadores agrupados en temáticas como accesibilidad, arquitectura de la información, posicionamiento, calidad de contenido e interactividad. El objetivo es diagnosticar y evaluar la calidad de los sitios para mejorar las estrategias de promoción turística.
Este documento presenta un proyecto de investigación dirigido por la Universitat Pompeu Fabra para evaluar la calidad y adecuación de los portales web de destinos turísticos españoles. El proyecto cuenta con una financiación estatal de 3 años y un equipo multidisciplinar de 14 especialistas. El objetivo es diagnosticar las webs y ofrecer conocimientos a los gestores turísticos para mejorar las marcas de destino y aumentar el turismo. Se ha desarrollado una plantilla de análisis con 154 indicadores agrupados en temá
El documento discute el uso de sitios web para promover destinos turísticos. Explica que los sitios web pueden comunicar efectivamente la identidad de un lugar y mejorar su percepción entre los consumidores. También destaca la importancia de una gestión estratégica de la marca de un destino a través de un enfoque participativo que integre sitios web y redes sociales. El objetivo final es aumentar el atractivo de un lugar y su competitividad en el mercado turístico.
Promoción on line mejore su competitividad a través de su página webProColombia
This document provides best practices for e-marketing tourism destinations on the internet. It discusses that over 80% of travelers use the internet to plan trips. The goal is to draft an e-marketing destination plan and content goal matrix. It outlines key aspects of an internet strategy including customer focus, unique value propositions, and defined target groups. Best practices covered include using engaging content like video and images on homepages, overview pages, and newsletters. Integrating booking tools, social media, and user generated content are also discussed. The next steps are to apply these practices to create an e-marketing plan.
This study analyzed 25 websites related to travel and tourism in the Insubria region of Italy. It found that the websites provided limited information about entertainment options and experiences in the region. The website for Ticino Canton, Switzerland provided the most complete information based on the indicators analyzed. The study proposes developing a new website or websites with a unified branding strategy for the Insubria region as a whole in order to better promote the tourism experience and opportunities across the different provinces. It also recommends improving the websites with new technologies like interactive travel planners to give users a more engaging experience.
This presentation focuses on social knowledge management in libraries. It also discusses a case study of social KM in the public library of Vlissingen (The Netherlands).
Guest lecture, delivered to masters students at Università Ca' Foscari Venezia, Italy, covering digital marketing, social media, mobile and e-learning technologies. Prepared and delivered April 2011.
El documento describe el potencial de la tecnología, especialmente las TICs, para el marketing de ciudades más allá de las páginas web. Explica cómo las páginas web, la web 2.0, la tecnología móvil y las ciudades virtuales ofrecen oportunidades para atraer públicos objetivos y promover el desarrollo local. También analiza preguntas clave sobre cómo las ciudades pueden aprovechar mejor las TICs en sus estrategias de marketing para generar valor y beneficios.
La plantilla propone un análisis multidisciplinar de las webs de destinos turísticos españoles mediante 154 indicadores agrupados en temáticas como accesibilidad, arquitectura de la información, posicionamiento, calidad de contenido e interactividad. El objetivo es diagnosticar y evaluar la calidad de los sitios para mejorar las estrategias de promoción turística.
Este documento presenta un proyecto de investigación dirigido por la Universitat Pompeu Fabra para evaluar la calidad y adecuación de los portales web de destinos turísticos españoles. El proyecto cuenta con una financiación estatal de 3 años y un equipo multidisciplinar de 14 especialistas. El objetivo es diagnosticar las webs y ofrecer conocimientos a los gestores turísticos para mejorar las marcas de destino y aumentar el turismo. Se ha desarrollado una plantilla de análisis con 154 indicadores agrupados en temá
El documento discute el uso de sitios web para promover destinos turísticos. Explica que los sitios web pueden comunicar efectivamente la identidad de un lugar y mejorar su percepción entre los consumidores. También destaca la importancia de una gestión estratégica de la marca de un destino a través de un enfoque participativo que integre sitios web y redes sociales. El objetivo final es aumentar el atractivo de un lugar y su competitividad en el mercado turístico.
Promoción on line mejore su competitividad a través de su página webProColombia
This document provides best practices for e-marketing tourism destinations on the internet. It discusses that over 80% of travelers use the internet to plan trips. The goal is to draft an e-marketing destination plan and content goal matrix. It outlines key aspects of an internet strategy including customer focus, unique value propositions, and defined target groups. Best practices covered include using engaging content like video and images on homepages, overview pages, and newsletters. Integrating booking tools, social media, and user generated content are also discussed. The next steps are to apply these practices to create an e-marketing plan.
This study analyzed 25 websites related to travel and tourism in the Insubria region of Italy. It found that the websites provided limited information about entertainment options and experiences in the region. The website for Ticino Canton, Switzerland provided the most complete information based on the indicators analyzed. The study proposes developing a new website or websites with a unified branding strategy for the Insubria region as a whole in order to better promote the tourism experience and opportunities across the different provinces. It also recommends improving the websites with new technologies like interactive travel planners to give users a more engaging experience.
This presentation focuses on social knowledge management in libraries. It also discusses a case study of social KM in the public library of Vlissingen (The Netherlands).
Guest lecture, delivered to masters students at Università Ca' Foscari Venezia, Italy, covering digital marketing, social media, mobile and e-learning technologies. Prepared and delivered April 2011.
The slides used in a guest lecture by Dot Tourism at the University of Brighton.
Kate Waite from Dot Tourism, digital marketing specialists for the tourism and travel industry, presented the lecture to 55 final year students studying an e-tourism module as part of their Travel Marketing BA(Hons) and Tourism Management BA(Hons) degrees.
The lecture presented an overview of developing websites for the travel and tourism industry.
www.dottourism.com
Il rapporto analizza l'uso del marketing digitale nel turismo europeo, esaminando: Content, Engagement, Social Media, Mobile Devices. Realizzato da Digital Tourism Think Tank in partnership with Yahoo! Powered by Last Exit
Affordable art marketplace connects artists and art enthusiastsKuliza Technologies
Recently, Kuliza assisted Art-i, an L.A. based marketplace for art lovers and buyers, in creating a highly robust e-commerce platform across desktop and mobile. From a complex and customized Magento implementation to bridging the gap between user requirements for both artists and art enthusiasts, the project has been quite an accomplishment. To get behind-the –scenes, you can access our case study below:
This document provides an overview of the findings from a benchmarking report on the digital strategies and effectiveness of European National Tourism Organizations (NTOs). Key areas examined include content, engagement, social media, and mobile devices. Regarding content, the report evaluates NTO websites' use of inspiring and practical information. It finds that nearly a quarter of sites offer high-quality practical and inspirational content consistently, while over half offer a good mix. Examples of best practices in these areas from sites like the German and Austrian NTOs are highlighted. The report also discusses NTOs' use of promotional campaigns to achieve objectives like increasing awareness and interest.
In the presentation I point out how the ability of visual communication to express core customer and brand messages across multiple forms of media has not changed much. However, shifts from locomotion to services, from pages to rich interactions, from sites to content experiences, and from content creation by webmasters to everyone online have introduced unique opportunities and constraints that the presentation layer of Web applications needs to account for.
This document discusses a new structure for destinations on Visitnorway.com. It proposes giving more control over content to individual DMOs and RTBs while still sharing a common platform. A pilot program tested profiling individual regions by adapting menus and features. The goal is to make it easier for tourists to access information and plan trips to different parts of Norway in one place, while allowing local DMOs to publish fresh, high-quality content closer to destinations and products. A governance model is proposed to coordinate development while giving regional organizations more influence over relevant content. The main project in 2014 will focus on local search, branding and investigating local domain names.
Predicting Banking Customer Needs with an Agile Approach to Analytics in the ...Databricks
This document summarizes a presentation by Milan Berka and Jakub Mašek on Moneta Money Bank's approach to analytics in the cloud using an agile approach. Some key points:
- Moneta is a major Czech bank undergoing a digital transformation and migration to the cloud. They created a "Data Squad" team of 3 people from Moneta and 2.5 people from DataSentics to build out their analytical platform.
- The team set up an analytical environment in AWS using services like S3, Glue, IAM and Databricks to build a cloud-based platform fully utilizing cloud resources.
- They developed several use cases like utilizing online marketing and customer data, optimizing
Xabier Uribe-Etxebarria - Anboto - Stanford - Feb 7 2011Burton Lee
Xabier Uribe-Etxebarria is the founder and CEO of Anboto, a leading Basque company that provides patented virtual sales agent and eCommerce technology using semantics and natural language processing. The document discusses Anboto's products, customers, market opportunities, team, awards and plans to expand into Silicon Valley.
Online marketing and e-commerce for tourism: the Open Platform approachAndrew Daines
Presentation given at the 10th International Conference on Information Management, Sopot, Poland, June 2011. Covering development and deployment of the National Tourism Open Platform (EnglandNet) by VisitBritain and UK tourism industry partners.
The document provides an overview of the Signature Experiences Collection (SEC) program in 2012. It outlines key priorities and strategies which included program management, growing content, channel integration, and outreach. Metrics are provided on SEC integration in various markets like the UK, France, Germany, Australia, and more. Marketing executions included global platform assets, media relations, social media contests, and in-market activities.
This document provides an overview and summary of Plamena Palamarova's dissertation on digital communication configurations in adventure tourism in Bulgaria. The dissertation examines how small and micro enterprises offering adventure tourism services can design and manage their digital communication strategies. It involves secondary research on adventure tourism trends in Bulgaria, interviews with industry experts, a survey of adventure tourists, an analysis of digital platforms used by providers, and development of a network model to map communication flows. The dissertation proposes a conceptual model and functional process for designing digital communication configurations, and provides case studies applying this to specific adventure tourism organizations in Varna and Burgas, Bulgaria.
Quality as one of my 2015-2016 lectures at the University of Bergamo.Roberto Peretta
The document discusses quality evaluation of tourism websites. It begins by introducing ISO standards for quality and different evaluation models, from simple to more robust. It then presents the ISO definition of quality as "the totality of characteristics of an entity that bear on its ability to satisfy stated and implied needs". The document goes on to discuss a meta-model for website evaluation based on the 7 classical loci (who, what, why, where, when, how, by what means) and how this can be applied to build an evaluation model for destination management organization websites specifically.
Artificial Intelligence for Travel - MyLittleAdventure / Welcome City Lab Dem...Valéry BERNARD
An overview of how MyLittleAdventure use Artificial Intelligence technologies to help travellers to choose their best memories : Smart inspiration engine, easy comparison of things to do in destination and many more
Skywell is an international IT services company with over 120 experts that has been providing solutions for 8 years. They offer mobile development, web development, business process optimization and have completed projects for clients in mobile apps, online shops, integration with Oracle and banking systems. They work with technologies like Android, iOS, PHP and have experience delivering solutions to clients in Ukraine, the US and UK.
Alexander Kulikov provides a summary of his experience in creative strategy, management, and producing. He has over 10 years of experience developing strategies, managing projects, and leading creative teams. Some of his past roles include creative director, marketing analyst, and consultant. He has expertise in areas like strategic analysis, project management, and creative direction. Notable projects he has worked on include interactive exhibits for museums, live motion capture shows, and brand launches.
This document provides an overview of key factors to consider when evaluating a website, including content, accessibility, usability, design, reliability, and performance. It discusses the importance of regularly updating and optimizing content for different audiences. Accessibility considerations include support for disabilities, a variety of devices and platforms. Usability involves predictable structures, expected behaviors and familiar language. Design should align with brand guidelines while integrating trends. Reliability requires optimizing speed, uptime, and goals like lead generation. The document aims to bring order to evaluating a complex website.
This document discusses the digital transformation of tourism in Spain. It notes that tourism accounts for 11% of Spain's GDP and 13% of employment. It then covers several aspects of Spain's transition to smart tourism, including the use of new digital tools, mapping tourism data, and the development of smart destinations. Smart destinations are defined as innovative tourism areas that facilitate sustainable development and accessibility through streamlined visitor interactions and infrastructure like transportation, energy, and telecommunications. Challenges to achieving smart destinations include obtaining valid and useful data, implementation costs, and training programs. Emerging technologies like virtual reality, augmented reality, blockchain, and artificial intelligence are also discussed in the context of transforming tourism.
This document discusses geotourism and an organization's efforts to promote sustainable tourism through online maps and stories of places. It outlines several projects around the world that have been completed or are underway, as well as metrics to measure their success. The organization aims to enhance their website and mapguide products, improve distribution, acknowledge sustainability through partnerships, and create a national online geotourism atlas.
The slides used in a guest lecture by Dot Tourism at the University of Brighton.
Kate Waite from Dot Tourism, digital marketing specialists for the tourism and travel industry, presented the lecture to 55 final year students studying an e-tourism module as part of their Travel Marketing BA(Hons) and Tourism Management BA(Hons) degrees.
The lecture presented an overview of developing websites for the travel and tourism industry.
www.dottourism.com
Il rapporto analizza l'uso del marketing digitale nel turismo europeo, esaminando: Content, Engagement, Social Media, Mobile Devices. Realizzato da Digital Tourism Think Tank in partnership with Yahoo! Powered by Last Exit
Affordable art marketplace connects artists and art enthusiastsKuliza Technologies
Recently, Kuliza assisted Art-i, an L.A. based marketplace for art lovers and buyers, in creating a highly robust e-commerce platform across desktop and mobile. From a complex and customized Magento implementation to bridging the gap between user requirements for both artists and art enthusiasts, the project has been quite an accomplishment. To get behind-the –scenes, you can access our case study below:
This document provides an overview of the findings from a benchmarking report on the digital strategies and effectiveness of European National Tourism Organizations (NTOs). Key areas examined include content, engagement, social media, and mobile devices. Regarding content, the report evaluates NTO websites' use of inspiring and practical information. It finds that nearly a quarter of sites offer high-quality practical and inspirational content consistently, while over half offer a good mix. Examples of best practices in these areas from sites like the German and Austrian NTOs are highlighted. The report also discusses NTOs' use of promotional campaigns to achieve objectives like increasing awareness and interest.
In the presentation I point out how the ability of visual communication to express core customer and brand messages across multiple forms of media has not changed much. However, shifts from locomotion to services, from pages to rich interactions, from sites to content experiences, and from content creation by webmasters to everyone online have introduced unique opportunities and constraints that the presentation layer of Web applications needs to account for.
This document discusses a new structure for destinations on Visitnorway.com. It proposes giving more control over content to individual DMOs and RTBs while still sharing a common platform. A pilot program tested profiling individual regions by adapting menus and features. The goal is to make it easier for tourists to access information and plan trips to different parts of Norway in one place, while allowing local DMOs to publish fresh, high-quality content closer to destinations and products. A governance model is proposed to coordinate development while giving regional organizations more influence over relevant content. The main project in 2014 will focus on local search, branding and investigating local domain names.
Predicting Banking Customer Needs with an Agile Approach to Analytics in the ...Databricks
This document summarizes a presentation by Milan Berka and Jakub Mašek on Moneta Money Bank's approach to analytics in the cloud using an agile approach. Some key points:
- Moneta is a major Czech bank undergoing a digital transformation and migration to the cloud. They created a "Data Squad" team of 3 people from Moneta and 2.5 people from DataSentics to build out their analytical platform.
- The team set up an analytical environment in AWS using services like S3, Glue, IAM and Databricks to build a cloud-based platform fully utilizing cloud resources.
- They developed several use cases like utilizing online marketing and customer data, optimizing
Xabier Uribe-Etxebarria - Anboto - Stanford - Feb 7 2011Burton Lee
Xabier Uribe-Etxebarria is the founder and CEO of Anboto, a leading Basque company that provides patented virtual sales agent and eCommerce technology using semantics and natural language processing. The document discusses Anboto's products, customers, market opportunities, team, awards and plans to expand into Silicon Valley.
Online marketing and e-commerce for tourism: the Open Platform approachAndrew Daines
Presentation given at the 10th International Conference on Information Management, Sopot, Poland, June 2011. Covering development and deployment of the National Tourism Open Platform (EnglandNet) by VisitBritain and UK tourism industry partners.
The document provides an overview of the Signature Experiences Collection (SEC) program in 2012. It outlines key priorities and strategies which included program management, growing content, channel integration, and outreach. Metrics are provided on SEC integration in various markets like the UK, France, Germany, Australia, and more. Marketing executions included global platform assets, media relations, social media contests, and in-market activities.
This document provides an overview and summary of Plamena Palamarova's dissertation on digital communication configurations in adventure tourism in Bulgaria. The dissertation examines how small and micro enterprises offering adventure tourism services can design and manage their digital communication strategies. It involves secondary research on adventure tourism trends in Bulgaria, interviews with industry experts, a survey of adventure tourists, an analysis of digital platforms used by providers, and development of a network model to map communication flows. The dissertation proposes a conceptual model and functional process for designing digital communication configurations, and provides case studies applying this to specific adventure tourism organizations in Varna and Burgas, Bulgaria.
Quality as one of my 2015-2016 lectures at the University of Bergamo.Roberto Peretta
The document discusses quality evaluation of tourism websites. It begins by introducing ISO standards for quality and different evaluation models, from simple to more robust. It then presents the ISO definition of quality as "the totality of characteristics of an entity that bear on its ability to satisfy stated and implied needs". The document goes on to discuss a meta-model for website evaluation based on the 7 classical loci (who, what, why, where, when, how, by what means) and how this can be applied to build an evaluation model for destination management organization websites specifically.
Artificial Intelligence for Travel - MyLittleAdventure / Welcome City Lab Dem...Valéry BERNARD
An overview of how MyLittleAdventure use Artificial Intelligence technologies to help travellers to choose their best memories : Smart inspiration engine, easy comparison of things to do in destination and many more
Skywell is an international IT services company with over 120 experts that has been providing solutions for 8 years. They offer mobile development, web development, business process optimization and have completed projects for clients in mobile apps, online shops, integration with Oracle and banking systems. They work with technologies like Android, iOS, PHP and have experience delivering solutions to clients in Ukraine, the US and UK.
Alexander Kulikov provides a summary of his experience in creative strategy, management, and producing. He has over 10 years of experience developing strategies, managing projects, and leading creative teams. Some of his past roles include creative director, marketing analyst, and consultant. He has expertise in areas like strategic analysis, project management, and creative direction. Notable projects he has worked on include interactive exhibits for museums, live motion capture shows, and brand launches.
This document provides an overview of key factors to consider when evaluating a website, including content, accessibility, usability, design, reliability, and performance. It discusses the importance of regularly updating and optimizing content for different audiences. Accessibility considerations include support for disabilities, a variety of devices and platforms. Usability involves predictable structures, expected behaviors and familiar language. Design should align with brand guidelines while integrating trends. Reliability requires optimizing speed, uptime, and goals like lead generation. The document aims to bring order to evaluating a complex website.
This document discusses the digital transformation of tourism in Spain. It notes that tourism accounts for 11% of Spain's GDP and 13% of employment. It then covers several aspects of Spain's transition to smart tourism, including the use of new digital tools, mapping tourism data, and the development of smart destinations. Smart destinations are defined as innovative tourism areas that facilitate sustainable development and accessibility through streamlined visitor interactions and infrastructure like transportation, energy, and telecommunications. Challenges to achieving smart destinations include obtaining valid and useful data, implementation costs, and training programs. Emerging technologies like virtual reality, augmented reality, blockchain, and artificial intelligence are also discussed in the context of transforming tourism.
This document discusses geotourism and an organization's efforts to promote sustainable tourism through online maps and stories of places. It outlines several projects around the world that have been completed or are underway, as well as metrics to measure their success. The organization aims to enhance their website and mapguide products, improve distribution, acknowledge sustainability through partnerships, and create a national online geotourism atlas.
Similar to How to analyse a destination website (20)
1. How to analyse a destination website.
Methodology and recommendations
IV Destination Branding & Marketing Conference
5-7 December 2012
Cardiff, Wales
2. Introduction
José Fernández-Cavia
Position
Research Group
Research Project:
Online Communication for Destination Brands
www.marcasturisticas.org
3. Introduction
Research Project:
Online Communication for Destination Brands
(CODETUR)
FUNDING: Spanish Ministry of Economy and Competitiveness
BUDGET: 61.710 €
TIMING: From January 2012 to December 2014
TEAM: 11 researchers form 5 Spanish universities
Main research lines:
• Online survey to Spanish DMO managers
• In-depth interview to 10 destinations
• Mobile applications analysis
• Social web analysis
• Official website analysis
4. Introduction
Why is the Internet so important for destinations?
• “60% of the tourists who visited Spain in 2009 used the internet
as a tool for preparing their trip” (Tourism Studies
Institute, Spain)
What kind of actions must a destination take in the
Web?
• Mainly 3: official website, social web, mobile marketing
official website
5. Destination’s official website
Every destination has an official website, but…
• is it really attractive?
• does it provide all essential information?
• does it take advantage of the full potential of the Web (getting
to know the users, selling services, creating relationships)?
• is it actually persuasive?
• how can we avaluate/assess the adequacy or effectiveness of
our website?
6. Destination’s official website evaluation
Methodology
Different topics must be taken into account:
• Home page
• Quality & quantity of content
• Web architecture
• Usability & accesibility
• Positioning
• Commercialization
• Languages
• Brand image
• Persuasiveness
• Interactivity
• Social web
• Mobile communications
7. Destination’s official website evaluation
Methodology
Then we select a SET of INDICATORS for each topic:
• Home page: language preliminary selection, easy
identification, specific tourism brand, shop
online, FAQs…
• Quality & quantity of content: how to get
there, lodging, events, institutional
info, weather…
• Web architecture: structure, browsing, standard
labels, recognisible links, internal search…
• Commercialization: booking and buying systems, integrated
checkout…
• Brand image: functional and emotional identity, visual consistency,
storytelling…
• Interactivity: multimedia, optional downloadings, interactive map, trip
planner, UGC…
• …
8. Destination’s official website evaluation
Topic considered Number of
indicators
Home page 13
Quality and quantity of content 15
Web architecture 10
Usability and accessibility 17
Positioning 8
Commercialization 7
Languages 6
Brand treatment 12
Discursive analyses 8
Interactivity 9
Social web 13
Mobile communications 5
Total 123
9. Destination’s official website evaluation
Methodology
Each indicator must be searched or assessed in a specific level:
H: Analysis of the Homepage.
H+10+10: Analysis of the Homepage + 10 first level
web pages + 10 second level web pages.
H+2+2: Analysis of the Homepage + 2 first level web
pages + 2 second level web pages.
S: Search the entire website.
H+S: Analysis of the Homepage + Search in the
website.
10. Destination’s official website evaluation
Methodology
Each indicator has its specific scale:
B2. Cómo llegar. 0-1-2-3
B Información relativa a cómo llegar al destino desde las distintas vías de
comunicación (aeropuertos, mapa de carreteras, estaciones de tren,
estaciones de autobús, puertos,…).
Explicación:
Mal: La web no ofrece esta información.
Regular: Hay información sobre cómo llegar pero es poco clara o está
incompleta.
Bien: Hay información sobre cómo llegar, y además, ofrece enlaces a las
principales compañías de vuelos, tres…
Muy bien: Hay información de calidad sobre cómo llegar, con horarios,
compañías, teléfonos, costes, tiempos de llegada al destino y con un buscador
de las regiones del destino. Ej. La web de Nueva Zelanda en al apartado Travel
and Distances : http://www.newzealand.com/travel/getting-to-around-
nz/travel-times-and-distances/travel-times-and-distances-home.cfm
11. Destination’s official website evaluation
Methodology
Each indicator has its specific weight within the topic:
Topic: A. Home Page
Indicators A1 A2 A3 A4 A5 A6 A7 A8 A9 A10 A11 A12 A13 TOTAL
Level of analysis H H H H H H H H H H H H H
Scale 0-1 0-1 0-1 0-1 0-1 0-1 0-1 0-1-2 0-1 0-1 0-1 0-1 0-1
Weight 1 1 1 2 3 3 3 2 3 3 3 3 3
BRAND CCAA URL
Andalucía http://www.andalucia.org/ 1 0 0 1 1 1 1 2 1 1 1 1 1 0,94
http://www20.gencat.cat/portal/site/cat
Cataluña alunya-act 1 0 0 1 1 1 0 2 1 0 0 1 1 0,67
12. Destination’s official website evaluation
Methodology
Then a combined index is built for each topic:
K. Web
Social
Topic: K Social Web
Indicators K1 K2 K3 K4 K5 K6 K7 K8 K9 K10 K11 K12 K13 TOTAL
Level of analysis B B B B B B B B H H H H H
Scale 0-1-2 0-1-2 0-1-2 0-1-2 0-1-2 0-1-2-3 0-1-2-3 0-1 0-1-2 0-1-2 0-1-2 0-1-2 0-1-2 Máx.
Weight 3 2 3 5 3 4 3 3 3 3 3 4 2 86
MARCA CCAA URL
Andalucía http://www.andalucia.org/ 0 2 1 2 0 2 2 1 1 1 1 2 0 0,59
http://www20.gencat.cat/portal/site/catalu
Cataluña nya-act 0 0 0 0 1 0 0 0 2 0 2 2 0 0,27
MARCA Capital CCAA
Barcelona http://www.barcelonaturisme.com/ 0 0 0 0 1 1 3 0 0 1 2 1 2 0,38
Madrid http://www.esmadrid.com/es/portal.do 0 1 2 1 2 1 3 0 0 1 1 1 0 0,49
Santiago de Compostela http://www.santiagoturismo.com/ 2 2 0 2 2 1 3 1 2 2 2 2 2 0,84
MARCA Región
Rías Baixas http://www.riasbaixas.depo.es/web2009/ 2 0 1 1 0 0 3 0 0 1 1 1 1 0,41
MARCA INTERNACIONAL
Estocolmo http://www.visitstockholm.com/ 2 2 0 0 1 0 2 1 0 0 0 2 0 0,35
Gales http://www.visitwales.co.uk/ 0 1 0 0 1 1 3 1 0 1 1 1 0 0,36
Roma http://www.turismoroma.it/ 0 0 0 0 0 1 2 0 0 0 1 1 0 0,20
http://www.myswitzerland.com/es/inicio.h
Suiza tml 2 2 1 0 2 1 3 1 1 1 2 2 0 0,64
13. Destination’s official website evaluation
Methodology
Then an overall index is calculated for each website (combining all 12
topics):
TOTAL
A B C D E F G H I J K L
Pag Ini Conte Arqui UsyAc Posi Comer Idio Marca Discur Inter Social Móvil
MARCA CCAA
1 Andalucía 0,94 0,78 0,79 0,60 0,67 0,70 0,41 0,82 0,80 0,43 0,59 0,00 0,63
2 Cataluña 0,67 0,55 0,74 0,57 0,39 0,30 0,49 0,67 0,60 0,26 0,27 0,00 0,46
MARCA Capital CCAA
1 Barcelona 0,85 0,78 0,68 0,89 0,71 0,88 0,54 0,82 0,30 0,52 0,38 0,77 0,68
2 Madrid 0,79 0,90 0,79 0,78 0,69 0,50 0,62 0,51 0,30 0,48 0,49 0,00 0,57
3 Santiago de Compostela 0,79 0,82 0,74 0,59 0,71 0,90 0,62 0,69 0,40 0,72 0,84 0,50 0,69
MARCA Región
1 Rías Baixas 0,52 0,39 0,63 0,40 0,45 0,20 0,35 0,47 0,80 0,17 0,41 0,00 0,40
MARCA INTERNACIONAL
1 Estocolmo 0,73 0,78 0,84 0,81 0,71 0,76 0,76 0,63 1,00 0,39 0,35 0,00 0,65
2 Gales 0,55 0,76 0,84 0,59 0,69 0,46 0,57 0,65 0,50 0,24 0,36 0,00 0,52
3 Roma 0,70 0,69 0,84 0,75 0,61 0,32 0,49 0,57 0,50 0,24 0,20 0,00 0,49
4 Suiza 0,58 0,93 0,74 0,71 0,86 0,72 0,95 0,92 0,60 0,57 0,64 0,73 0,74
Media 0,71 0,74 0,76 0,67 0,65 0,57 0,58 0,68 0,58 0,40 0,45 0,20 0,58
14. Destination’s official website evaluation
Sample
We applied the template to a sample of 10 diverse destinations (July
2012):
Destination URL
Andalucía http://www.andalucia.org/
Cataluña http://www20.gencat.cat/portal/site/catalunya-
act
Barcelona http://www.barcelonaturisme.com/
Madrid http://www.esmadrid.com/
Santiago de Compostela http://www.santiagoturismo.com/
Rías Baixas http://www.riasbaixas.depo.es/web2009/
Stockholm http://www.visitstockholm.com/
Wales http://www.visitwales.co.uk/
Rome http://www.turismoroma.it/
Switzerland http://www.myswitzerland.com/
15. Results
This methodology allows us to:
a. compare overall results between different destinations
(e.g. our direct competitors)
b. discover weak and strong areas (topics) in each
website
c. identify good and bad practices
d. recognize in what specific items (indicators) a website
is underperforming
16. Results
a. compare overall results between different destinations
(e.g. our direct competitors)
1.00
0.90
0.80
0.70
0.60 mean: 0.58
0.50
0.40
0.30
0.20
0.10
0.00
17. Results
b. discover weak and strong areas (topics) in each
website
1.00
0.90 Wales
0.80 Mean
0.70
0.60
0.50
0.40
0.30
0.20
0.10
0.00
18. Results
b. discover weak and strong areas (topics) in each
website
Website Architecture Technical
Persuasive 0.90 Aspects
Aspects Commercialization Positioning
0.80
0.70
0.60
0.50
Brand Image Usability & Accessibility
0.40
0.30
0.20
0.10
Persuasiveness 0.00 Homepage
Mobile Communication Languages
Relational Web 2.0 Content Quality & Quantity
Aspects
Communicative
Interactivity
Aspects
Wales
19. Results
b. discover weak and strong areas (topics) in each
website
Website Architecture
0.90 Technical
Persuasive Commercialization Positioning
0.80 Aspects
Aspects
0.70
0.60
0.50
Brand Image Usability & Accessibility
0.40
0.30
0.20
0.10
Persuasiveness 0.00 Homepage
Mobile Communication Languages
Relational
Aspects Web 2.0 Content Quality & Quantity
Communicative
Aspects
Interactivity
Wales vs. mean
20. Results
b. discover weak and strong areas (topics) in each
website
Persuasive Technical
Aspects Aspects
Website Architecture
1.00
Commercialization 0.90 Positioning
0.80
0.70
0.60
Brand Image 0.50 Usability & Accessibility
0.40
0.30
0.20
0.10
Persuasiveness 0.00 Homepage
Mobile Communication Languages
Relational Content Quality &
Web 2.0
Quantity
Aspects
Interactivity Communicative
Aspects
Switzerland
21. Results
b. discover weak and strong areas (topics) in each
website
Website Architecture
1.00 Technical
Persuasive Aspects
Aspects Commercialization 0.90 Positioning
0.80
0.70
0.60
Brand Image 0.50 Usability & Accessibility
0.40
0.30
0.20
0.10
Persuasiveness 0.00 Homepage
Mobile Communication Languages
Relational
Aspects Web 2.0 Content Quality & Quantity
Communicative
Interactivity Aspects
Switzerland vs. mean
22. Results
c. identify good and bad practices
Home page score for each destination in the sample
1.00
0.90
0.80
0.70
0.60
0.50
0.40
0.30
0.20
0.10
0.00
23. Results
d. recognize in what specific items (indicators) a website
is underperforming
Asking language
1.00
No user’s regist
0.90 Wales
FAQs hidden
No restaurants
0.80 Mean
No flights
0.70 No shopping
cart
0.60
No virtual tour
No UGC
0.50 No human click
0.40
0.30
0.20
0.10
0.00
24. Results
Does this analysis suggest that a website must contain all
the features that other websites offer?
Certainly not.
Not all features are always good for all destinations. It
depends on the communicative aims of the website.
But at least this analysis tells us what other competitors
are doing in a different way, and forces us to ask why are
we not doing the same: because we don’t want to?
Or just because we didn’t know?
25. Conclusions
A thorough methodology for website
evaluation
Specifically built for destinations
Some difficults: dynamic objects, subjectivity
(experts choice)
Conclusions depend on the website’s
purposes (communication plan)
But huge amount of information
Useful tool
26. Thank you very much
Questions welcomed
José Fernández-Cavia
jose.fernandez@upf.edu
Department of Communication
Universitat Pompeu Fabra
Barcelona, Spain