CONTENT ANALYSIS OF MALAYSIAN TOURISM WEBSITES

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CONTENT ANALYSIS OF MALAYSIAN TOURISM WEBSITES

• JAYASHREE A/P KRISHNAN
• SYED 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 Technology Lot 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
  Wing Off Lorong Gurney, Jalan Semarak
• 54100 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
  16/11
• 46350 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 Mas
• Cheras
• 56000 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 Bhd
• Malaysia 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 11 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.