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Semantic Annotation for Assessing Website Communicative Efficacy

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Abstract:

Modern organizations face the challenge of communicating their marketing strategies through the web, as well as traditional communication channels such as newspapers and television. In this context, evaluation of the communicative efficacy of websites becomes a “must” for exploiting the power of such communication channels. In this article, we propose a systematic method and a tool that supports communicative efficacy evaluation. We assume content coverage of the organization's strategies as the main high-level content requirement for the organization website. The tool is based on a general purpose semantic annotation framework that allows identifying concepts related to the detailed content requirements. The applicability and feasibility of the proposed approach is tested using a case study that compared the communicative efficacy of a set of tourist destination websites.

Keywords: CHANNELS; COMMUNICATIVE EFFICACY; INTERNET; SEMANTIC ANALYSIS; WEBSITE EVALUATION

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/109830511X13049763021934

Publication date: June 1, 2010

More about this publication?
  • 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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