Award Date

Summer 2011

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Lisa Y. Thomas, Chair

Number of Pages

55

Abstract

This study aims to evaluate the websites of independent hotels in Singapore in the business-to-consumer (B2C) framework. The modified balanced scorecard (BSC) approach is incorporated into the evaluation by features method in order to avoid the dominance of the marketing perspective by including technical, customer, and destination information perspectives. A set of website evaluation criteria representing these four perspectives is then used to examine the websites of 37 independent hotels. Almost three of four hotels get it right in developing, utilizing, and maintaining their websites. These websites have the presence of features that are known to be contributing towards website effectiveness. Ten websites were found to function as brochureware with no capability to perform business transactions online. The results of the study propose areas for website improvement that include the destination information perspective in general and contemporary aspects of the marketing perspective.

Keywords

Hospitality industry – Computer network resources; Hotels – Computer network resources; Singapore; Web sites – Evaluation

Disciplines

Hospitality Administration and Management | International Business | Technology and Innovation

Language

English


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