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CONTENT ANALYSIS OF MALAYSIAN TOURISM WEBSITES

JAYASHREE A/P KRISHNANSYED AGIL ALSAGOFF

UNIVERSITI PUTRA MALAYSIA

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Research Objectives General Objective

To analyse the content of Malaysian tourism websites

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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.

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

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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

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

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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).

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RESULTS & DISCUSSION

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Demographic characters of the websites Virtual Malaysia

Creative Advances TechnologyLot 2-2, Enterprise 2,Technology Park Malaysia, Bukit Jalil,57000 Kuala Lumpur,Malaysia Year of establishment : 1999 url: http://www.virtualmalaysia.com

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Demographic characters of the websites Journey Malaysia

Dolphin Diaries Sdn Bhd No.9, Jalan San Ah WingOff Lorong Gurney, Jalan Semarak54100 Kuala Lumpur, Malaysia

Year of establishment: 2000 url: http://www.journeymalaysia.com

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Demographic characters of the websites AllMalaysia.info

Star Publications (Malaysia) Bhd 15 Jalan 16/1146350 Petaling Jaya Selangor Darul Ehsan Year of establishment: 2003 url: http://allmalaysia.info

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Demographic characters of the websites Tour Malaysia

Capslock Sdn Bhd 18-8-8 Indah Mas Jalan Ikan MasCheras56000 Kuala Lumpur Year of establishment: 2002 url: http://tourmalaysia.tripod.com

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Demographic characters of the websites Malaysiamydestination

Malaysia My Destination Sdn BhdMalaysia Tourism Centre 109 Jalan Ampang 50450 Kuala Lumpur

Year of establishment : 2002 url: http://www.malaysiamydestination.com

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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)

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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.

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Classification-generated listing

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Levels of classification

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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

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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

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A variety of navigation options

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Colour difference to mark parts which have been read

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Colour changes when mouse is held over

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Drop down menu avoids clutter

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More drop down menus

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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

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Actively encouraging reader participation

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

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Strategic partnership with hoteliers

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

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Opportunities to make online transaction

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However, some functions are not maintained or updated.

This will leave a negative impression on the image and reputation of the organisation

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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.

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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

 

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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.

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Colourful layouts

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Interesting images

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Clutter-free layout of text

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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.

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Objective 3

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

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Based on international web conventions

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

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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.

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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.