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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 | ||
| مقاله 8، دوره 2، شماره 2، فروردین 2021، صفحه 127-147 اصل مقاله (691.72 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2021.13068 | ||
| نویسندگان | ||
| Niloofar Abbaspoor* 1؛ Rasoul Mohammad Ali Pour2؛ Fatemeh Bagheri3 | ||
| 1Asistant Professor, Kharazmi University, Tehran, Iran. | ||
| 2MA in Tourism Marketing, Allameh Tabataba’i University, Tehran, Iran | ||
| 3Assistant Professor, Faculty of Literature and Human sciences, Guilan University, Rasht, Guilan | ||
| چکیده | ||
| 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. | ||
| کلیدواژهها | ||
| Tourism Website؛ Tourism Destination؛ Usability؛ ANP؛ DEMATEL؛ Iran؛ Malaysia | ||
| مراجع | ||
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