Web Quality Index (WQI) for official tourist destination websites. Proposal for an assessment system

• This assessment system combines general and specific aspects of online promotion.
• WQI provides managers with useful information about the quality of their websites.
• WQI constitutes a flexible instrument that can be developed and adapted.

Tourism is a vital economic activity in many countries. Cities, regions, countries and destinations of all categories vie for securing tourists and to do so they employ communication and promotion channels such as official websites. Despite the importance of these websites, no comprehensive method of assessment exists to enable communications managers and directors to find out whether their destination's website is effective and where it ranks in comparison to its competitors.This paper presents a hitherto unseen assessment system aimed at meeting this need. Using a host of indicators, grouped into twelve parameters, a Web Quality Index (WQI) has been specifically established for tourist destination websites which, as well as determining an overall index, makes it possible to draw comparison between parameters or spheres of analysis.The assessment system is illustrated using the result of a pilot sample of official websites from ten destinations to confirm the validity and potential of the model put forward.