An Evaluation of the Usability of Tourism Destination Websites of Iran and Malaysia: an ANP and DEMATEL Hybrid Method

Abbaspoor, Niloofar and Ali Pour, Rasoul Mohammad and Bagheri, fatemeh An Evaluation of the Usability of Tourism Destination Websites of Iran and Malaysia: an ANP and DEMATEL Hybrid Method. International Journal of Digital Content Management, 2021, vol. 2, n. 2, pp. 127-147. [Journal article (Paginated)]

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English abstract

Background: Official websites of tourism destinations provide an important digital content and are considered as widely-used tools of introducing destinations and presenting tourism products to the potential tourists. Improving the usability of websites helps the tourism destinations in achieving their goals. Websites usability is measured based on different criteria. Purpose: This paper evaluates and compares the usability of Iran and Malaysia official tourism destination websites –which are regarded as quite comparable in their tourism products and market- using seven criteria of content, visual attractiveness, infrastructure, interaction and responsiveness, navigation, customization, and product provision. Method: In order to do this evaluation, pairwise comparison questionnaires of the criteria were developed based on DEMATEL and ANP techniques and were answered online by 10 tourism experts in Iran. Websites’ usability analysis was performed using a combination of two MCDM (Multiple Criteria Decision Making) techniques that are DEMATEL and ANP so that the causal relations of the criteria are identified along with the ranking of their significance. Findings: The findings of the research show “infrastructure” as the dispatcher criterion, “product provision” as the receiver, and “content” as the most important criterion in the usability of tourism destinations’ websites. The findings also revealed the superiority of Malaysia’s official tourism website as compared to that of Iran.

Item type: Journal article (Paginated)
Keywords: Tourism Website, Tourism Destination, Usability, ANP, DEMATEL, Iran, Malaysia.
Subjects: L. Information technology and library technology
L. Information technology and library technology > LP. Intelligent agents.
Depositing user: Mr Saeed Asgharzadeh
Date deposited: 25 Dec 2023 09:46
Last modified: 25 Dec 2023 09:46
URI: http://hdl.handle.net/10760/45161

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