Statistical Evaluation of Webometric Analysis of Tourism Websites in ASEAN Countries

Abstract

The webometric study analysis utilizes SimilarWeb, a tool designed for market intelligence to assess and evaluate various aspects of tourism websites. The objective of this study is to conduct a comprehensive review of these websites, focusing on their global and local standings, sources of traffic, user demographics, performance indicators, external sites directing traffic, and the influence of social media during the months of September to November 2023. The study examines how users interact with these websites and their overall traffic to understand how the internet is used within the ASEAN region. The research contributes to the field of webometrics, which is the study of the quantitative aspects of the construction and use of information resources, structures, and technologies on the web. It also provides insights that could improve digital marketing for tourism websites in ASEAN. The analysis reveals that Malaysia’s “tourism.gov.my” is performing notably well on a global scale, boasting a high global ranking at #14,949 and a strong presence within the country, indicating a solid online reputation in the world of tourism. The data also underscores the importance of Google as a source of organic traffic, emphasizing the need for effective SEO strategies to ensure visibility in search results. Vietnam’s tourism website is highlighted for attracting the highest number of visits, suggesting that the country’s online engagement tactics are resonating with users. Both Vietnam and Malaysia are identified as having robust performance metrics, an indicator of successful user engagement strategies. Furthermore, the study points out that the websites of the Philippines, Singapore, and Malaysia serve as significant referrers, which means they are important in directing visitors to other sites. This reflects the interconnected nature of these platforms and their role in enhancing a website’s overall online presence.