Exploring Bed & Breakfast Websites
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Abstract
SUMMARY SUMMARY This exploratory study was designed to evaluate the Websites 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 Websites. The study found that the major strength of the B&B Websites 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. Key Words: Balanced Scorecard (BSC)Bed and Breakfasts (B&Bs)Internet marketingWebsite evaluationWeb marketing