Evaluation of web site impact: the case of LIMBAH BUJANG Dr. Lina Anastassova, Assoc. Prof. in Tourism Marketing Burgas Free University The 2nd International Conference on Tourism and Hospitality: Planning and Managing Heritage for the Future, 30 July-1st August, Malaysia

Evaluation of web site impact: the case of LIMBAH BUJANG In the information age where globalization dramatically increases the competition, it is impossible to think about the promotion of tourism destinations and sites without considering the new information technologies, particularly the Internet. Marketing is the foundation for promoting any web site. The tools to market differ from those of advertising since the intention of marketing is to build web site recognition within search engines and other hot market areas on the Internet.

Evaluation of web site impact: the case of LIMBAH BUJANG The destination web site should have ease of access and should facilitate the process of building awareness/remind. Destination marketers and the DMO have to bear in mind that nearly 60% of the visitors to a site cannot find the product or service they were looking for (Fodness and Murray, 1998). This means that generally the effectiveness of sites is not very high and a lot of sites do not fullfil their mission.

Evaluation of web site impact: the case of LIMBAH BUJANG A properly designed web site can facilitate the traveler’s planning, helping to ensure they make the right choices and have an enjoyable experience (Rita, P. 2000). For the purposes of the impact evaluation of both Limbah Bujang web sites they were included in a sample of 22 heritage sites from Bulgaria and Romania which were evaluated according to 5 specific features:

Evaluation of web site impact: the case of LIMBAH BUJANG content; ease of navigation; attractive design and availability of interactive elements; accessibility; targeted messages; A random sample of 30 Bulgarian marketing and tourism experts was questioned and the evaluation was based on a 6- point Likert scale (1-poor and 6-excellent).

Evaluation of web site impact: the case of LIMBAH BUJANG According to the survey results the official web site of Limbah Bujang is with the lowest scores upon all 5 evaluated characteristics compared to 4 other sites- two Builgarian and two Romanian- as an example (see Table 1).

Evaluation of web site impact: the case of LIMBAH BUJANG CHERACTERISTICS OF THE SITE SITE WWW.PERPERIKON.BG WWW.RILA-MONASTERY.PMG-BG.COM WWW.MARAMURESMUZEU.RO/RO/EN/IN FOS.HTM WWW.DRACULASCASTLE.COM Site WWW.MALAYSIANMUSEUMS.ORG/bujang.htm Content 4.1 4.0 3.7 3.8 3.5 Ease of navigation 3.6 3.9 3.4 3.0 Attractive design and interactivity 4.3 2,2 Accessibility 4.2 3,6 Targeted Messages 3.3 3.1 2.6

Evaluation of web site impact: the case of LIMBAH BUJANG The majority of the panel experts are on the opinion that the official web site of Limbah does not contribute to the successful marketing of the heritage site thus needs to be totally redesigned and provided with instruments for interactivity and feedback. The summarized opinions of the panel experts on the open-ended question reveal the following suggestions for the web site improvement:

Evaluation of web site impact: the case of LIMBAH BUJANG The text hast to be cut and there should be a better balance between text and pictures which means the web site needs more pictures. The home page of the official site needs graphics to look inviting. The best combination should be a single sparkling graphic combined with text making the overall look of the site graphically balanced and informative.

Evaluation of web site impact: the case of LIMBAH BUJANG As successful sites are designed around the desires and needs of the targeted audiences, here is a need for targeted messages which have to be memorable. There should be on the home page an option for taking a virtual tour of the Limbah Bejang site and visitors’ comments which will enhance the desire for a destination visit. The site impact should be higher if it offers interactive request form, guest book or survey: the heritage site needs to connect with its visitors.

Evaluation of web site impact: the case of LIMBAH BUJANG The accessibility of the second pointed web site of Limbah should be enhanced. It is in fact part of the portal site of the Ministry of tourism and does not open at all. In order to facilitate the tourists when deciding to visit this heritage site, here is a need for installing a search engine, offering information on transportation, availability of accommodation, tours, catering facilities etc.

Evaluation of web site impact: the case of LIMBAH BUJANG The official web site of Limbah Bejang should be more colorful in order to be more attractive. Limbah web site can turn in a very effective communication tool if it will be totally redesigned or replaced by a new one in order to meet the contemporary requirements and challenges of the high competitive tourism marketing environment.

Evaluation of web site impact: the case of LIMBAH BUJANG References Fodness, D. and B. Murray (1998) A Typology of Tourism Information Search Strategies, Journal of Travel Research 37 (2), pp. 108-111 Rita, P (2000), Internet Marketing Destinations in the Global Tourism Marketplace, in web site: http://www.soc.org/inet_2000/cdproceedings/7a/7a_2.htm