Benchmarking Destinations via DMO Websites: A Methodological Process
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.
Keywords: DESTINATION BENCHMARKING; DMO WEBSITES; METHODOLOGICAL PROCESS
Document Type: Research Article
Publication date: 01 July 2007
- Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.
Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.
Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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