Resum
An analysis of the 430 hotel, tourist destination, travel agency, transport, restaurant and leisure activity websites offers a clear view of the communicative behaviour of Spanish tourism companies in terms of design, functionality and customer value.
A tool containing 21 attributes related to e-commerce from a customer perspective has been constructed for measuring websites.
The results obtained suggest significant interest in the websites' design, with an emphasis on aesthetics: low levels of functionality in searches, in the development of e-commerce and in the low customisation of the offer; and little interest in transmitting customer value-added, i.e. customers are given scarce information on price and are, at the same time, directed straight to e-shopping.
The transport sector and tourist destinations attain the highest overall rating, while traditional travel agencies and restaurants attain the lowest overall rating.
Idioma original | Anglès |
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Estat de la publicació | Publicada - 21 de gen. 2010 |
Esdeveniment | 9th International Marketing Trends Conference 2010 - Durada: 21 de gen. 2010 → 23 de gen. 2010 |
Conferència
Conferència | 9th International Marketing Trends Conference 2010 |
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Període | 21/01/10 → 23/01/10 |