Staying Afloat in the Tropics

Abstract

SUMMARY This study examines the extent to which the top ten Caribbean destinations market their tourism product using their national tourism organization Websites. A comparison of the national tourism organization Websites of the Caribbean Tourism Organization member countries will be conducted to determine the differences in technical aspects, user friendliness, site attractiveness, and marketing effectiveness using the modified Balanced Scorecard (BSC) for Website evaluation. The modified BSC results were next used to develop and test a model of Caribbean NTO Website visitor retention. Third-order confirmatory factor analysis (CFA) was used to test the model. The model showed that the four aspects which comprise the modified BSC are important in the development of Caribbean NTO Websites.