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COMPETITIVE BENCHMARKING of TOURISM DESTINATION WEBSITES: DUBAI CASE STUDY

Morag I. Stewart
The Emirates Academy of Hospitality Management
Dubai, UAE
morag.stewart@emiratesacademy.edu

Methini Ramasamy
Jumeirah Group
Dubai, UAE
methini.ramasamy@jumeirah.com

ABSTRACT

This paper presents a competitive benchmarking study comparing the website of Dubai to websites of its five direct-competitor destinations. After the introduction, the importance of tourism destination websites is discussed followed by a review of website evaluation approaches. A modified Balanced Scorecard (BSC) was selected for evaluation of site content and usability while automated tools were used for evaluating technical features. The BSC Questionnaires were completed by ten evaluators using a pair-wise comparison method. Singapore’s website was rated highest overall suggesting its suitability for best practice benchmarking. Based on the BSC category ratings, suggestions were offered for improving......

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Approximate Word Count: 5451
Approximate Pages: 22 (250 words per double-spaced page)

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