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Benchmarking Destinations via DMO Websites: A Methodological Process

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As a quality management and improvement technique, benchmarking has been extensively practiced and researched across different industries. This study attempts to establish a methodology for conducting destination benchmarking analyses via DMO websites, and to discuss the implementation of the benchmarking process. Nominal Group Technique (NGT), with the assistance of a number of American state tourism offices, was utilized to develop the benchmarking procedures. A series of measures were hence developed, in the format of a two-phase survey. With the use of this external/performance benchmarking process, the participating states have been able to obtain vital information regarding both their website users and their competitors'. The present study, from the practitioners' perspective, created a managerial tool for Internet-based destination benchmarking in terms of a set of measures and metrics. It also exemplified successful efforts to combine academic and practitioners' interest and strengths into one project.
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Keywords: DESTINATION BENCHMARKING; DMO WEBSITES; METHODOLOGICAL PROCESS

Document Type: Research Article

Publication date: 01 July 2007

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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