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CONTENT ANALYSIS OF MALAYSIAN TOURISM WEBSITES

CONTENT ANALYSIS OF MALAYSIAN TOURISM WEBSITES . JAYASHREE A/P KRISHNAN SYED AGIL ALSAGOFF UNIVERSITI PUTRA MALAYSIA . Research Objectives . General Objective To analyse the content of Malaysian tourism websites . Pattern .

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CONTENT ANALYSIS OF MALAYSIAN TOURISM WEBSITES

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  1. CONTENT ANALYSIS OF MALAYSIAN TOURISM WEBSITES JAYASHREE A/P KRISHNAN SYED AGIL ALSAGOFF UNIVERSITI PUTRA MALAYSIA

  2. Research Objectives General Objective To analyse the content of Malaysian tourism websites

  3. Pattern Pattern refers to a particular way the websites have been operating, for instance how the information is classified on the web, what are the navigational styles, the user-friendliness, the search functions, currency of information, partnerships, etc.

  4. Prominent features Prominent features refers to the aspects within the website that are noteworthy such as layout, design, colour scheme, images, etc.

  5. Benchmarking A level of quality which can be used as a standard when comparing websites, for instance does the website adhere to international web conventions

  6. Websites : • VirtualMalaysia.com • JourneyMalaysia.com • AllMalaysia.info • TourMalaysia.tripod.com • MalaysiaMyDestination.com

  7. Content analysis will be based on: Six pillars of a good tourism website : Basic pillars • Classification • Navigation & Search • Design & Layout Strategic pillars • Business model • Content and interaction • Technology * Source: modified by researcher to meet the needs of this research. Originally obtained from Ziegler & Becker (1999) and Mcgovern & Norton (2002).

  8. RESULTS & DISCUSSION

  9. Demographic characters of the websites • Virtual Malaysia Creative Advances Technology Lot 2-2, Enterprise 2, Technology Park Malaysia, Bukit Jalil, 57000 Kuala Lumpur, Malaysia Year of establishment : 1999 url: http://www.virtualmalaysia.com

  10. Demographic characters of the websites • Journey Malaysia Dolphin Diaries Sdn Bhd No.9, Jalan San Ah Wing Off Lorong Gurney, Jalan Semarak 54100 Kuala Lumpur, Malaysia Year of establishment: 2000 url: http://www.journeymalaysia.com

  11. Demographic characters of the websites • AllMalaysia.info Star Publications (Malaysia) Bhd 15 Jalan 16/11 46350 Petaling Jaya Selangor Darul Ehsan Year of establishment: 2003 url: http://allmalaysia.info

  12. Demographic characters of the websites • Tour Malaysia Capslock Sdn Bhd 18-8-8 Indah Mas Jalan Ikan Mas Cheras 56000 Kuala Lumpur Year of establishment: 2002 url: http://tourmalaysia.tripod.com

  13. Demographic characters of the websites • Malaysiamydestination Malaysia My Destination Sdn Bhd Malaysia Tourism Centre 109 Jalan Ampang 50450 Kuala Lumpur Year of establishment : 2002 url: http://www.malaysiamydestination.com

  14. Objective 1: To determine what are the patterns of Malaysian tourism websites • The classification of the information • The navigational style, user-friendliness and search function • Content: Currency of the information, interaction with readers, is online transaction available • Any online business strategies (advertisements, site sponsorship, online transactions)

  15. To determine what are the patterns of Malaysian tourism websites Classification On the whole, Malaysian tourism websites are able to provide a classification system which is simple, direct and easy to understand.

  16. Classification-generated listing

  17. Levels of classification

  18. Navigation • The navigation style for Malaysian tourism websites is quick and functional • A variety of navigation options / multiple classifications are used to suit surfers with different motives or preferences

  19. Navigation • Most websites adhere to web conventions of using colours to mark the before and after processes • Websites show colour change when mouse is held over a category • Drop down menu is used to avoid clutter

  20. A variety of navigation options

  21. Colour difference to mark parts which have been read

  22. Colour changes when mouse is held over

  23. Drop down menu avoids clutter

  24. More drop down menus

  25. Content & Interaction • The content for Malaysian tourism websites are regularly updated and delivered in a user-friendly way • Most of the websites have developed many ways to encourage reader participation

  26. Actively encouraging reader participation

  27. Some tourism websites show good online business strategies such as developing strategic partnerships as well as offering 1:1 marketing to customers.

  28. Strategic partnership with hoteliers

  29. Some websites serve as a platform for the meeting of tour and travel agencies with potential tourists.

  30. Opportunities to make online transaction

  31. However, some functions are not maintained or updated. This will leave a negative impression on the image and reputation of the organisation

  32. RQ 1: What are the patterns of Malaysian tourism websites? The patterns of Malaysian tourism websites are varied in the classification of information, navigation design, and interaction with surfers.

  33. To determine the prominent features of local tourism websites • -The design and layout • -Images used • -Colour scheme and style • -Simple, easy to read pages or complex in design • -Consistency of design on pages • -Balance between content-rich and pleasant looking website • -readable format

  34. To determine the prominent features of local tourism websites In accordance with the tourism industry which is colourful, interesting and lively, local tourism websites prominently reflect colourful and interesting layouts.

  35. Colourful layouts

  36. Interesting images

  37. Clutter-free layout of text

  38. RQ2 : What are the prominent features of local tourism websites? Colourful layout, interesting images and a clutter-free layout of text This finding is supported by the views received during interviews held with webmasters and a Managing Director of a local tourism website.

  39. Objective 3 To determine whether Malaysian tourism websites meet the international standards that experts have benchmarked based on their research and analysis.

  40. Based on international web conventions Based on international web conventions for classification, navigation & search, design & layout, business model, content & interaction as well as technology.

  41. Recommendations • To the industry • Offer rebates for online purchases • Relevant authorities should develop one portal website as well as maintain and monitor it • There should be one association appointed with the task of monitoring this website. • The effort should bring together website owners.

  42. Recommendations for future researches • Involve audience to see the effectiveness of the websites to these audience • Find out if audience are really prepared to conduct their tourism transactions online • It would also be interesting to find out the difference in audience perceptions (local and international audience) towards Malaysian websites.

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