search query: @indexterm Hotel and catering industry / total: 391
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| Author: | Kline, S.F. Morrison, A.M. St.John, A. |
| Title: | Exploring Bed & Breakfast Websites: a balanced scorecard approach |
| Journal: | Journal of Travel & Tourism Marketing
2004 : VOL. 17:2-3, p. 253-267 |
| Index terms: | Marketing Hotel and catering industry Internet Evaluation USA |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | This exploratory study was designed to evaluate the Websites (here as: W-s.) of Bed & Breakfast(s) (B&B) belonging to the Indiana B&B Association (IBBA). Using the Balanced Scorecard (BSC) approach, four evaluation perspectives were considered: 1. user friendliness, 2. site attractiveness, 3. marketing effectiveness, and 4. technical aspects. A team of trained evaluators rated a random sample of 20 IBBA property W-s. The study found that the major strength of the B&B W-s. evaluated was their attractiveness, but improvements were needed in all four categories. The B&B modified BSC instrument used in this research also showed good inter-rater reliability. |
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