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ABSTRACT
This exploratory study was designed to evaluate the website performance of brick-and-mortar travel retailers (BMTRs) in the US and investigate the present situation in their website marketing. A website evaluation instrument was developed based on the Modified Balanced Scorecard (BSC) approach, and four evaluation perspectives were considered: 1) technical, 2) customer, 3) marketing effectiveness, and 4) travel agency. Most BMTR websites were being used as “electronic brochures” rather than being presented as “integrative distribution and marketing channel.” They had weaknesses in attracting customers and were not designed to generate substantial online profits. Implications for improved performance of Web marketing by BMTRs were identified.
