Published Paper Details:

Greater the number of internet users greater will be the impact on tourism industry of Kashmir. More awareness with the information will lead to a culture of connectivity. Thus indispensable use of social media called attention towards measurement of effectiveness of web 2.0 web sites. The strategic adoption of the e-Business models has a significant impact on the tourism enterprises and its benefits are incremental and intangible in nature. Therefore, the websites used for promotion of the tourism services need to be assessed and evaluated from time to time to know the mental model of end users from time to time which itself is dynamic in nature. For this purpose, a thorough review of literature was done to identify the variable which could work as a benchmark for evaluating second generation websites. Thus in this research were the variables which were taken into consideration were; accessibility, user friendliness, attractiveness, appearance, contents, completeness, clarity, and accuracy. The data was collected from 295 tour operators of Srinagar city who were registered with J&K Tourism Department. A criterion for evaluating Web 2.0 websites was developed and the model was applied to empirical data. Pertinently, there is a continuous need of further refinement of the dimensions and fresh data need to be gathered to provide significant insights into the literature. Moreover the data was obtained in 2016 (post unrest). Thus, the chances of limited degree of inadequacy of data cannot be ruled out.