Review of studies on airline website evaluation

The continuous growth of electronic (e) commerce prompted businesses to manage effective websites to attract customers and retain loyalty. Website evaluation has been extensively researched, but a comprehensive and globally accepted model is yet to be established in the tourism and hospitality industry. This review of studies on airline website evaluation reveals an undesirable situation. Existing literature, especially on the low-cost carrier (LCC) sector, is inadequate despite the heavy reliance of this sector on web-based sales. Neither specific nor comprehensive instruments for effectively assessing airline websites are found. Therefore, a comprehensive website evaluation model in the airline or LCC context is necessary.