Pengembangan Model Evaluasi Situs Web Destination Marketing Organization Dari Perspektif Efektivitas Dan Desain Antarmuka Perangkat Seluler
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Abstract
Pemanfaatan situs web sebagai sarana pemasaran pariwisata telah diadopsi oleh berbagai Destination Marketing Organization (DMO) di seluruh dunia, namun situs web yang telah diimplementasi harus dievaluasi untuk melihat apakah situs web tersebut efektif untuk menunjang kegiatan promosi pariwisata. Penelitian sebelumnya telah mengembangkan model evaluasi ICTRT (information, communication, transaction, relationship, technical merit) untuk mengevaluasi efektivitas situs web DMO. Namun model evaluasi ICTRT dikembangkan hanya untuk mengevaluasi situs web konvensional yang biasa dilihat pada perangkat komputer desktop, sehingga kurang tepat digunakan untuk mengevaluasi situs web khusus tampilan seluler. Penelitian ini bertujuan untuk mengembangkan model ICTRT yang dapat digunakan untuk mengevaluasi situs web DMO yang didesain untuk tampilan perangkat seluler, yang diberi nama model ICTRT for mobile. Model ICTRT for mobile selanjutnya digunakan untuk mengevaluasi efektivitas situs web DMO negara Indonesia pada tampilan perangkat seluler. Hasil yang peroleh bahwa situs web DMO negara Indonesia pada tampilan perangkat seluler masih menunjukkan efektivitas yang kurang memuaskan khususnya pada dimensi transaction dan relationship
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