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The Application of the Data Envelopment Analysis for Tourism Website Evaluation

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Tourists are increasingly using the Internet for travel preparation and booking. At the same time tourism organizations are facing increased competition regarding their website offers. Therefore, the aim for tourism organizations and businesses should be to provide more efficient websites in order to gain competitive advantage. This study provides an example of how Data Envelopment Analysis (DEA) can be used to assess the website's efficiency of tourism organizations. Input criteria include the linguistic offer, interactivity, and tourism content, and output is defined by number of inquiries and number of website visits. It is argued that efficient organizations should be considered useful benchmarking partners for inefficient organizations in that best practices should be used to identify the potential for improvement.
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Keywords: BENCHMARKING; DATA ENVELOPMENT ANALYSIS (DEA); TOURISM WEBSITES; WEBSITE EVALUATION

Document Type: Research Article

Publication date: 2008-09-01

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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