search query: @indexterm Benchmarking / total: 226
reference: 4 / 226
| Author: | Stepchenkova, S. (et al.) |
| Title: | Benchmarking CVB website performance: spatial and structural patterns |
| Journal: | Tourism Management
2010 : OCT, VOL. 31:5, p. 611-620 |
| Index terms: | USA internet marketing benchmarking performance appraisal |
| Language: | eng |
| Abstract: | This study assessed 967 U.S. CVB websites with the use of a modified Balanced Scorecard (mBSC) approach which evaluates website performance on overall technical functionality, customer friendliness and usability, effectiveness of marketing the destination, and information content. It was deduced that CVB websites mainly need to improve marketing of the destination product. The examination revealed major differences in website performance between members and non-members of Destination Marketing Association International (DMAI) as well as areal differences. |
SCIMA