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2013 | OriginalPaper | Chapter

Measuring the Global Readiness of Airline Websites: Are They Speaking the World’s Languages?

Authors : Peter O’Connor, Zaheer A. Shaik

Published in: Information and Communication Technologies in Tourism 2014

Publisher: Springer International Publishing

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Abstract

As global companies, airlines need to be able to cater to global audiences, particularly through online channels. The Global Readiness Index (GRI) has been developed to quantitatively measure the level of preparedness of online companies to service diverse international audiences. The concept has previously been tested on general ecommerce and hotel websites. This study modifies and extends the GRI by adopting a weighted approach for the language parameter to take into account the relative importance of alternative language versions in different markets. The resulting model is tested using a random sample of the websites of 100 airlines.

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Metadata
Title
Measuring the Global Readiness of Airline Websites: Are They Speaking the World’s Languages?
Authors
Peter O’Connor
Zaheer A. Shaik
Copyright Year
2013
DOI
https://doi.org/10.1007/978-3-319-03973-2_44

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