Benchmarking CVB website performance: Spatial and structural patterns

Svetlana Stepchenkova, Liang Tang, Jang, SooCheong (Shawn), Andrei P. Kirilenko and Alastair M. Morrison

Tourism Management, 2010, vol. 31, issue 5, 611-620

Abstract: This study evaluated 967 U.S. CVB websites using a modified Balanced Scorecard (mBSC) approach which assesses website performance with respect to overall technical functionality, customer friendliness and usability, effectiveness of marketing the destination, and information content. Spatial maps were constructed for these four dimensions and overall CVB website performance using ArcMap v.9.2 GIS software. A structural pattern of CVB website performance was obtained using Structural Equation Modeling (SEM). It was concluded that CVB websites primarily need improvement in marketing the destination product. The analysis revealed significant differences in website performance between members and non-members of Destination Marketing Association International (DMAI) as well as regional differences. Study implications for destination marketing organizations and CVB website designers are discussed.

Keywords: GIS; Balanced Scorecard (BSC); Benchmarking; Convention and Visitor Bureaus (CVBs); Destination marketing; Spatial analysis; Website performance (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:31:y:2010:i:5:p:611-620

DOI: 10.1016/j.tourman.2009.06.015

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