A comparative analysis of East African destination marketing organizations’ websites

Abstract

Destination marketing organizations’ (DMOs’) Web sites have become an important communication platform not only with potential tourist but with all tourism stakeholders. This study aimed at comparing Web sites of four DMOs in East African countries, specifically Tanzania, Kenya, Uganda and Rwanda, all of which can be considered as emerging markets. Multi-methods combining qualitative and quantitative approaches were used to evaluate the content and design of four tourism agencies in the respective countries. Data were gathered through the use of independent evaluators and the researchers appraising the four Web sites. Selected scores for the four DMO Web sites were tallied using selected Travel and Tourism Competitive Index to appraise the utility of the respective country resources vis-à-vis their website marketing. Results indicate all the countries promote tourist opportunities based on their natural attractions and less on other types of attraction. It is noted that the DMOs differ in content and design with Kenya and Uganda scoring higher in text and picture, respectively. The study sets benchmarks for the respective DMOs to improve their Web sites. Methodological wise, the study provides a valid methodological approach that can be used in other contexts.

Keywords:

• Website evaluation
• East Africa
• tourism
• comparative analysis