To date, there has been only limited research into tourism
website evaluation, and that using the previously mentioned
approaches has achieved only a moderate degree of success. These
approaches may not be adequate to measure what motivates users
to browse and make purchases on travel websites. In other words,
consumers and practitioners do not have sufficient insight into how
website performance may be accurately measured. The existing
tourism literature simply does not have any commonly agreedupon
standards or techniques for website evaluation. Thus, a future
research direction would be to investigate the feasibility of developing
sector (or subsector)-specific standards for tourism website
evaluation. Another direction for evaluation model/instrument
research would be the development of new techniques for conducting
research that focuses on the needs of consumers and
practitioners, as the behavior of these users may change after they
have used the Internet for some time.
Specifically, theories, algorithms, and models from other disciplines
such as psychology, human–computer interaction, and engineering
could, and should, be incorporated into the tourismwebsite
evaluation process. After all, tourism practitioners set up their websites,
representing public places in the virtual environment,