• Informativeness = is your website’s information useful to your customers?
• Usability = is your information easily found and understandable?
• Credibility = do your customers believe the messages you are portraying?
• Inspiration = does your information inspire people to visit your destination?
  

When we give you information on the four barometers above, you’ll have a very good understanding of the determinants of your website visitors’ impressions. 

We also know that as a practitioner, answers to the following questions can greatly assist you in evaluating your online materials:

• How important is your website information to your website visitors?
• How did your website visitors find your website?
• Why are people visiting your website
• What decisions had people made prior to visiting your website
• What information would your website visitors hope to find on a travel website?
• What information on your website was most valuable to people during their vacation to your destination?
• What affect did your website have on the vacation decisions of your website visitors?
  

Knowing the above will assist you in knowing what is, and isn’t working on your current website.