Evaluation of a tourism e-commerce website

E-commerce has emerged as a most important strategic policy for tourism organizations. However, many tourism websites are not successful because they don't meet the minimum standard of performance. So there is a need to evaluate these e-commerce websites to make them successful. This study identifies the main factors in the evaluation of a tourism website and has also evaluated all these factors. The feedback responses of Indian railways website (most successful website in India) evaluation has been used for the analysis. The factors have been identified by using factor analysis and further these factors have been evaluated with the help of multidimensional scaling. The findings of the study identified four factors website service quality, customer care, refund process and product. Multidimensional scaling results shows that website service quality is performing well but customer care and refund need improvement.