A Development of Instrument for Luxury Hotel Websites’ Assessment: Using the Modified Balanced Scorecard and Analytical Hierarchy Process (BSCAHP)

This study was designed to develop an instrument for evaluation of luxury hotels’ Web site using the modified Balanced Scorecard and Analytical Hierarchy Process (BSCAHP). First, the modified BSC: four evaluation perspectives and critical success factors (CSFs) were developed using a focus group after the review of literature. Second, a final Web site evaluation instrument was developed through AHP. Finally, the standardized matrix was constructed to evaluate the Web site of luxury hotels. The results indicated that ‘user security’ (0.182) and ‘use friendless’(0.108) appeared to be the most important factors among sixteen CSFs. Also, ‘customer perspective’(0.474) was the most important of the four perspectives. The current study provided valuable knowledge and information about Web site evaluation.