El rifle de Okonkwo: supremacía paternal y Ego dominus

There is a lack of research that has investigated DMS websites and their effectiveness, from the destination perspective. The general studies on the effectiveness of DMS websites and its evaluation that have been conducted to investigate the DMS design and implementation as well as highlighted a number of critical factors that need to be considered when evaluating the effectiveness of DMS websites (e.g., Chen and Sheldon 1997; Proll and Palkoska 2002; Park and Gretzel 2007). Other studies have focused on studying the effectiveness of DMS websites (Wober 2003; Li and Wang 2010), and proposed evaluation frameworks to evaluate the effectiveness of DMS websites. In general, the frameworks for website evaluation lack a holistic view when studying website effectiveness, and also ignore a considerable number of factors that have been indicated as important to the effectiveness of a website.

Research has failed to investigate issues that are related to the performance of inter-organisational practices, such as the management perception of DMS effectiveness evaluation measures and approaches. It was claimed that some organisations have developed their own matrices or indices for website evaluation, theoretically and empirically (Roberts et al. 2014), yet, there is no published study that confirms this, and whether the evaluation approaches used by the DMS have been adopted or modified.

Scholars have implied that strong academic inquiries can be shared across firms and embedded in daily business practices (Jaworski 2011) through which managers with scholarly knowledge could achieve effective insights into various business aspects and have access to the information required to make appropriate decisions (Baba and HakemZadeh 2012). In other words, these scholars perceive that practitioners should apply knowledge in the practices conducted in an evidence-based culture. However, in reality, it appears that many management practitioners do not fully exploit the available knowledge in their decision making (Bartunek and Rynes 2014; Lilien 2011; Roberts et al. 2014).

Various studies on the link between scholarly knowledge and business practices have left several questions unanswered (e.g.Lilien 2011; Roberts et al. 2014).

Studies that investigated the practical impact and use of scholarly knowledge have not specified their effects on particular fields (Ritala et al., 2013; Roberts et al.,

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2014); for example, to the best of researcher knowledge, no empirical research has ’ k w elated to DMS websites evaluation. In fact, Bartunek and Rynes (2014) conclude that empirical studies on scholarly knowledge use in general, are few. Nevertheless, the structural changes toward information, knowledge imply that current business practices should acknowledge and apply most up-to-date DMS websites evaluation approaches.

It was claimed that the effectiveness of DMS websites can be linked to organisational and managerial issues. It has been indicated that some of the factors that challenge the effectiveness of DMS websites implementation in the organisation. From these factors, for example, the adequate funding, and the knowledge and skills of the staff of the destination management. These factors can positively or negatively influence the effectiveness of DMS websites and accordingly, its evaluation within the organisation.

Some researchers indicate that financial problems are one of the main challenges facing DMS website development. There has been a prominent focus on DMS participation costs. Researchers have acknowledged that adequate funding is a critical factor for DMS website effectiveness (Collins and Buhalis 2003).

Researchers have suggested two solutions for the funding problems faced by public DMOs: private sector partnerships and e-booking facilities. Researchers have argued that private sector partnerships can be a good solution for DMS funding problems (Daniele and Frew 2008). The majority of previous research has argued for a partnership between the public and private sectors, in implementing DMS (Sheldon 1997; Ritchie and Ritchie 2002; Daniele and Frew 2008). The private sector partnership can bring considerable levels of technological expertise and investment power, since it is believed to be more responsive to market needs than the public sector (Buhalis and Deimezi 2003; Daniele and Frew 2008). Therefore, efficient partnership and cooperation between the public and private sectors, considering the different needs of stakeholders from the early stages of DMS implementation, are considered as critical effectiveness factors for DMS websites (Rita 2000; Proll and Palkoska 2002).

The reluctance to use ICT, the lack of IT knowledge and appropriate training, poor strategic management and marketing skills, and the short-term operational focus of managers, are also among the factors that influence the effectiveness of DMS websites (Daniele and Frew 2008; Sigala 2009). These factors have driven a

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number of researchers investigating DMS effectiveness, to attribute the failure of DMS applications to poor SMTE performance and participation in DMS, as well as to organisational and managerial inefficiency.

A lack of capability and lack of interest can also be attributed to poor strategic management and marketing skills, and a lack of training (Daniele and Frew 2008).

Training DMS users (DMO employees and tourism enterprises) on how to effectively use DMS, was found to be of importance to the effective usage of DMS (Bedard et al. 2008). Ritchie and Ritchie (2002) added that in many cases, training programmes for managers becomes important, in order to be able to learn how to use information effectively, especially for small operators who may lack formal training and prior exposure to research. Lacking interest is a result of insufficient knowledge about the potential of e-commerce, which is the major reason for SMTEs rejecting the use of IT (Frew and Davenport 2000; Sigala 2009). Consequently, these factors will be positively reflected in the DMS website effectiveness.

Creating a supportive, organisational technology environment, includes innovative approaches and technology expertise (Collins and Buhalis 2003; Wang 2008), DM ’ in the e-marketplace. Other factors, such as securing system maintenance and improvements (UNCTAD 2005), an appropriate e-marketing strategy (e.g., website promotion on an international level and advertising campaigns on the Internet) (UNCTAD 2005; Wang 2008), and top management support and strong leadership (Chen and Sheldon 1997), are factors mentioned in the literature as being important influences on DMS website effectiveness.

The different perceptions of the DMS role and performance, were found to have an influence on the overall relationship between DMO and tourism providers, and to consequently influence the effectiveness of DMS (Hornby et al. 2008). Horan and Frew (2007) stressed that the success of DMS implementation is affected by the different views of various stakeholders on the role of DMS, and how performance is evaluated.

Frequent evaluations of DMS website effectiveness are needed, to ensure system validity, and to realise and solve problems that may face ’ (Rita 2000; Ritchie and Ritchie 2002). In this respect, monitoring the evaluation process is needed. Sigala (2009) and Hornby et al. (2008) investigated the influence w ’

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power and trust have a crucial influence on DMS adoption. Hornby, et al. (2008) asserted that the power that might be exerted by some of the stakeholders, can influence the adoption of DMS, which is reflected in undermining the trust amongst DMOs and different stakeholders. As a consequence, the effectiveness of DMSs may be negatively affected. Still, the influence of trust and power on DMS effectiveness, is a matter that needs to be further investigated.

Much of the research investigating DMS websites, has ignored the evaluations that are currently been undertaken by destination management. Since no study has yet to investigate the evaluation perceptions of DMS management on the evaluation of DMS websites, research focusing on the measurement of DMS website evaluations, from a management perspective, is urgent. This thesis contributes to the previous literature, by providing destination management perceptions of DMS website evaluation metrics and approaches for evaluating the effectiveness of DMS website effectiveness.

Therefore, based on the premise that scholarly knowledge has the potential for powerful effects if it is used in practice, a continually contested issue pertains to how such knowledge becomes used. The question then is whether such knowledge is used and also whether these evaluation approaches practice reflects best practices.

According to the above literature, this study aims to investigate DMS website evaluation effectiveness, from both academic and industry perspectives;

consequently, the conceptual framework for this thesis is as follows, in Figure 3.5

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Figure 3.5 Conceptual Framework for Website Evaluation in Tourism

3.8 Conclusion

The field of DMS website evaluation has witnessed a number of attempts to assess its effectiveness, such as exploring the factors that influence its effectiveness, and developing comprehensive methodologies for an effective evaluation. However, this chapter argues that there is a need to for a continued refinement of the most recent and comprehensive evaluation methodology in the area of website effectiveness:

H F w’ (2010) method. This thesis also argues that DMS website studies have been excluded from management perceptions of the DMS effectiveness evaluation. Therefore, the ’ and uses of academic knowledge of DMS evaluation studies. To the best of researcher knowledge, this type of investigation has not been conducted in previous research, although it would provide valuable insights into the means of bridging the potential gap between theory and destination management practice.

Therefore, this thesis presents a contemporary and up-to-date understanding of evaluating the effectiveness of DMS websites, from both theoretical and destination management (industry) perspectives.

Contemporary DMS Website Evaluation

Contemporary Practice Based-Perspective

Investigating Management perception of the

DMS websites evaluation

Contemporary Theory

Based-Perspective

Continued Refinement of the

Horan and Frew (2010) Evaluation

Methodology

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Methodology Chapter 4:

4.1 Introduction

This chapter highlights the research aims and objectives in addition to the data collections methods that have been adopted to carry out this research. It outlines the epistemological, theoretical and methodological values that underlie the methods chosen to answer the research questions identified in Chapter One. The research process is described and considered, and the relationship between the researcher and the research is also discussed. By doing this, the hope is to reduce assumptions that could be made within the processes of the research and make explicit the research decisions taken thus improving the rigour and validity of the work.