Jordanian Travel Agencies' Websites Assessment: Experts vs Tourists' Perceptions

Husam Ahmad Kokash

Abstract


By using importance-performance analysis (IPA), this paper examines the perceptions of tourists as websites users, and experts of Internet applications, of various tourism services attribute in the Jordanian travel agencies' websites. IPA is a feasible approach to the assessment of clients' satisfaction which allows for an easy and practical understanding of both the strengths and weaknesses, and for developing areas of a given service. While, IPA Analysis as a practical methodology has been used to determine customers' perceptions and satisfaction in different fields and subjects, to the best of the author knowledge, this is the first time for this methodology has been used to compare the perceptions of tourists and experts of Internet technology in order to assess the effectiveness of travel agencies websites. The main findings determined differences between tourists' perceptions of importance and experts' evaluation of Performance about JTAs websites, majorly in categories of marketing, functionality, interaction and basic information. The study also demonstrates the effectiveness of IPA model as a strategic tool at the marketers' hand, to identify priorities for areas of development and improvement by select how to increase their capacity.


Full Text: PDF DOI: 10.5539/ijms.v4n2p80

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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