This paper reviews tourism studies published from 1996 to July 2009 that pertain to methodological
approaches to website evaluation. The paper analyzes the initial work and continues up to recent
developments in website evaluation. In general, prior research can be divided into five evaluation
approaches: counting, automated, numerical computation, user judgment, and combined methods. The
strengths and weaknesses of each method are examined. Research gaps and opportunities for future
studies are discussed.