A New Approach for Assessment and Comparison of Websites: Using the Modified Balanced Scorecard and Analytical Hierarchy Process

Abstract

This exploratory study was designed to develop an instrument for evaluation of websites using the modified balanced scorecard (BSC) and analytical hierarchy process (AHP), and compare its differences between the hospitality and tourism area. For the first step, the 4 evaluation perspectives and critical success factors (CSFs) were developed based on the modified BSC and a literature review. For the second step, a final website evaluation instrument was constructed through AHP. Through these processes, the final instrument was developed. The results indicated that the two CSFs—user-friendliness and user security—appeared to be the most important factors for hospitality and tourism website among CSFs. Also, customer perspective was the most important of the 4 perspectives. The present study will help broaden knowledge about website evaluation.