A Content Analysis of the Web Sites of Turkish Travel Agencies

ABSTRACT Even though there is a growing reliance on the Internet for the promotion and sale of tourism products and services, companies' utilization of web sites is still not widespread. Consequently, web site evaluation frameworks are relatively limited. The objective of this paper is to analyze the content of the web sites of Turkish travel agencies in order to determine their adoption level of the Web as a tool of e-business. For this purpose, the authors have developed a framework based on different models available in the literature. The data was collected from 150 travel agencies by using an on-line questionnaire. The results of the survey show that most of the travel agencies that have a web site do not take full advantage of the e-business capabilities of the Internet. Almost all the respondents use their web sites to provide basic corporate information and basic product/service information, which do not require interactivity.

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