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Empirical Evaluation of Indian Tourism Websites


Anupriya Kaur


Vol. 22  No. 9  pp. 63-68


Given the competition between different tourist destinations to attract domestic and international tourists it is absolutely vital to examine their website efficacy on specific attributes. This study employs one of the recently developed multi-criteria decision-making method the Best?Worst Method to assess the state government official tourism website across four Indian states known for their tourism potential- Himachal Pradesh, Uttrakhand, Uttar Pradesh and Rajasthan on specific attributes provided by the widely acknowledged WebQual instrument. Information Fit-to-Task and Trust emerged as the most important criterion. Relative advantage and Innovation the least important. The results of the study are easily interpretable and visual. They offer both an individual and comparative analysis of the perceived website efficacy on specific attributes to facilitate tourism stakeholders and website administrators to strategize and make their digital presence effective and competitive.


Best Worst Method, WebQual, Tourism Websites, Information