Zero acquaintance benchmarking at travel destination websites: what is the first impression that national tourism organizations try to make?

This paper examines the marketing effectiveness of hospitality and tourism websites. An extensive review of literature on website effectiveness in hospitality and tourism revealed a total of 47 different instruments that have been used to evaluate hospitality and tourism websites. Using the grounded theory technique, a website evaluation tool called the online promotion evaluation instrument was developed with the aim of condensing the 47 existing tools into one benchmarked instrument with applicability across the various hospitality and tourism sectors. The developed online promotion evaluation instrument comprised three main features—aesthetics features (destination visualisation and Web design); informative features (uniqueness, monetary value and cultural promotion); and interactive features (e‐travel planners and online communities). The instrument was tested using a random sample of 25 National Tourism Organization websites worldwide. The results of the instrument development and testing process are presented in this paper with directions for future research in website evaluation. Copyright © 2006 John Wiley & Sons, Ltd.