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Benchmarking CVB website performance: Spatial and structural patterns

Author

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

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.

Suggested Citation

  • Stepchenkova, Svetlana & Tang, Liang & Jang, SooCheong (Shawn) & Kirilenko, Andrei P. & Morrison, Alastair M., 2010. "Benchmarking CVB website performance: Spatial and structural patterns," Tourism Management, Elsevier, vol. 31(5), pages 611-620.
    • Handle: RePEc:eee:touman:v:31:y:2010:i:5:p:611-620
    DOI: 10.1016/j.tourman.2009.06.015
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    Cited by:

    1. Park, Sangwon & Kim, Dae-Young, 2017. "Assessing language discrepancies between travelers and online travel recommendation systems: Application of the Jaccard distance score to web data mining," Technological Forecasting and Social Change, Elsevier, vol. 123(C), pages 381-388.
    2. Chiou, Wen-Chih & Lin, Chin-Chao & Perng, Chyuan, 2011. "A strategic website evaluation of online travel agencies," Tourism Management, Elsevier, vol. 32(6), pages 1463-1473.
    3. Maurício José Ribeiro Rotta & Denilson Sell & Roberto Carlos dos Santos Pacheco & Tan Yigitcanlar, 2019. "Digital Commons and Citizen Coproduction in Smart Cities: Assessment of Brazilian Municipal E-Government Platforms," Energies, MDPI, vol. 12(14), pages 1-18, July.
    4. Tang, Liang (Rebecca) & Jang, Soocheong (Shawn) & Morrison, Alastair, 2012. "Dual-route communication of destination websites," Tourism Management, Elsevier, vol. 33(1), pages 38-49.
    5. Tonghui Lian & Caihua Yu & Zhongqun Wang & Zhiping Hou, 2017. "The evaluation study on tourism websites: from the perspective of triangular intuitionistic fuzzy multiple attribute group decision making," Journal of Applied Statistics, Taylor & Francis Journals, vol. 44(16), pages 2877-2889, December.
    6. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.

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