Measuring the Effectiveness of Zimbabwe Tourism Authority Website

IF 0.7 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM European Journal of Tourism Hospitality and Recreation Pub Date : 2019-01-01 DOI:10.35248/2167-0269.19.8.402

Vitalis Basera, C. Kuranga

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引用次数: 2

Abstract

Zimbabwe Tourism Authority (ZTA) is expansively using internet to promote destination Zimbabwe, few studies have been conducted to assess the effectiveness of ZTA website. The study applied the ICTRT (Information, Communication, Transaction, Relationship and Technical Merit) model the same as proposed by Li and Wang to evaluate the effectiveness of Zimbabwe Tourism Authority website through content analysis by expert evaluators. The objective of the research was to evaluate the effectiveness of ZTA website and investigate its functional features. The objective was achieved by content analysis of the website regarding its five functions (ICTRT) by expert evaluators. The results indicated that ZTA website was averagely effective and more on information and communication. The website is not effective on complex and sophisticated functions like transactions and relationship management. Website complexity was found to be the major determinant of effectiveness. Conclusion and recommendations were provided based on research findings and expert knowledge to improve the effectiveness of ZTA website.

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衡量津巴布韦旅游局网站的有效性

津巴布韦旅游局(ZTA)正在广泛使用互联网来推广津巴布韦的旅游目的地，但很少有研究对ZTA网站的有效性进行评估。本研究采用Li和Wang提出的ICTRT (Information, Communication, Transaction, Relationship and Technical Merit)模型，通过专家评估者的内容分析，对津巴布韦旅游局网站的有效性进行评估。本研究的目的是评估ZTA网站的有效性，并调查其功能特点。这一目标是通过专家评估人员对网站的五项功能(ICTRT)进行内容分析实现的。结果表明，ZTA网站的效果一般，在信息和沟通方面更突出。该网站在交易和关系管理等复杂和复杂的功能上效果不佳。网站的复杂性被发现是有效性的主要决定因素。根据研究结果和专家知识，提出结论和建议，以提高ZTA网站的有效性。

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European Journal of Tourism Hospitality and Recreation HOSPITALITY, LEISURE, SPORT & TOURISM-

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