engleski

Small hotels' web site performance in transition countries: survey results from Croatia

While research on hotel website appraisal is evolving, there are still gaps in the available research. To help fill these gaps, this research evaluated the websites of Croatia's small hotels from the perspectives of userfriendliness, site attractiveness, marketing effectiveness, and F&B informativeness. Additional analyses were performed to examine the potential differences in website performance between small hotels in regards to quality rating and location. A team of 30 trained evaluators assessed the websites of a stratified random sample of 72 small hotels using the updated balanced scorecard (BSC) approach. Although an overwhelming majority of small hoteliers recognize the importance of online presence, most are not effectively using websites from the user-friendliness, marketing effectiveness, and F&B informativeness perspectives. It was further revealed that hotel location is significant in explaining differences in site F&B informativeness. Study ends with a discussion of conclusions and implications for small hotel operators and academic researchers.

website evaluation ; balanced scorecard (BSC) ; small hotels ; transition countries ; Croatia

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