Travel Reference
In-Depth Information
Figure 16.1
Evaluation method, KPIs and metrics.
The last element in their framework seeks to evaluate the DMO website through an online
survey, asking the DMO website visitors the sources of information used to direct them to the
DMO website and the extent to which these DMO website visitors were motivated to visit the
destination as a result of visiting the website.
Figure 16.1
,
adapted from Morgan
et al
. (2012), displays a common set of KPIs, their evaluation
methods and specifi c metrics associated with each evaluation method. The fi gure provides a
graphical representation of review discussed above. Which KPIs the DMO are focussing and
being assessed on will determine the appropriate evaluation method to use.
Internet marketing metrics
Just as more marketing strategies implemented through traditional channels have become subject
to evaluation and measured for their effectiveness, so too, new media channels and marketing
strategies and programs implemented using social media and the Internet are also being evaluated.
The evaluation of Internet-based marketing campaigns and websites has grown in recent
years. Morrison
et al
. provide one of the earlier reviews on website evaluation (Morrison
et al
.
2004). Law
et al
. (2010) provide a comprehensive review of website evaluation in tourism
research. These authors categorize website evaluation into fi ve approaches: counting, user
judgement, automated, numerical computation and combined methods.
Counting methods involve constructing a checklist of website attributes that a website should
have and evaluating different websites against this checklist. Those assessing the website, as Law
