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Essay Details:
Essay text:
After the introduction, the importance of tourism destination websites is discussed followed by a review of website evaluation approaches. A modified Balanced Scorecard (BSC) was selected for evaluation of site content and usability while automated tools were used for evaluating technical features. The BSC Questionnaires were completed by ten evaluators using a pair-wise comparison method. Singapore’s website was rated highest overall suggesting its suitability for best practice benchmarking. Based on the BSC category ratings, suggestions were offered for improving Dubai’s website.
Key Words: Competitive benchmarking; website evaluation; tourism destination website; Dubai
INTRODUCTION
Dubai is an ambitious competitor for tourism business...
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