Assess Quality of Website: The Case of Tour Operating Firms’ in Ethiopia.
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Date
2020-10
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Addis Ababa University
Abstract
Websites of tour operating firms’ relating to quality need to be attractive and must carry their
quality by WQI parameters. However, there is hardly any prior study that has investigated the
website quality of tourism sector in Ethiopia. This study aims at evaluating the website quality of
tour operating firms in particular. From the total of 480 tour operating firms accredited by
MoCT, only 175 firms’ have active websites. Hence, the list of these 175 firms served as a
sample framework and a census sampling method was used in this study due to its manageable
size. The study evaluates websites with an inclusive set of criteria, based on Web Quality Index.
The Modified WQI comprises a total of four aspects, 12 parameter subject areas, 60 items based
on contributions from experts in each of the item to work, and measure the quality of websites.
The website of these 175 firms was rated by three ICT experts at a six-point scale for the five
items developed under each dimension. Then, the average rating score of the three experts was
considered in the website assessment of the tour operating firms. Before data analyses, validity
and reliability tests were conducted. The mean score of the valid and reliable items under each
dimension was computed. The findings show that the website of tour operating firms scored high
on the usability and accessibility dimension (3.8317 mean out of five), while the score is low on
the language aspect (1.6510 mean out of five). The rating scores under each of the 12
dimensions is thoroughly presented and discussed. Overall quality of tour operating firms’
website included in the study has a generally below average which is sufficient quality (2.6485
means).This study concludes that the websites of tour operating firms should be updated and
improved based on WQI. It is recommended that the tour operating firms should strive to make
their websites more attractive and friendly use by adding features that support decision making
at different stages of travel which would enhance website quality.
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Keywords
Website, Website Quality, Parameter, Quality, Tour Operating Firms’, Web Quality Index.