Assess Quality Of Website The Case Of Tour Operating Firms In Ethiopia.

Websites of tour operating firms’ relating to quality need to be attractive and must carry theirrnquality by WQI parameters. However, there is hardly any prior study that has investigated thernwebsite quality of tourism sector in Ethiopia. This study aims at evaluating the website quality ofrntour operating firms in particular. From the total of 480 tour operating firms accredited byrnMoCT, only 175 firms’ have active websites. Hence, the list of these 175 firms served as arnsample framework and a census sampling method was used in this study due to its manageablernsize. The study evaluates websites with an inclusive set of criteria, based on Web Quality Index.rnThe Modified WQI comprises a total of four aspects, 12 parameter subject areas, 60 items basedrnon contributions from experts in each of the item to work, and measure the quality of websites.rnThe website of these 175 firms was rated by three ICT experts at a six-point scale for the fivernitems developed under each dimension. Then, the average rating score of the three experts wasrnconsidered in the website assessment of the tour operating firms. Before data analyses, validityrnand reliability tests were conducted. The mean score of the valid and reliable items under eachrndimension was computed. The findings show that the website of tour operating firms scored highrnon the usability and accessibility dimension (3.8317 mean out of five), while the score is low onrnthe language aspect (1.6510 mean out of five). The rating scores under each of the 12rndimensions is thoroughly presented and discussed. Overall quality of tour operating firms’rnwebsite included in the study has a generally below average which is sufficient quality (2.6485rnmeans).This study concludes that the websites of tour operating firms should be updated andrnimproved based on WQI. It is recommended that the tour operating firms should strive to makerntheir websites more attractive and friendly use by adding features that support decision makingrnat different stages of travel which would enhance website quality.

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