| The prosperity of the online traveling in China, the increase of the travelers booking travel product online indicate the huge market of the online traveling. According to the professional consult institute, the Chinese market share of online traveling will achieve at 9billion RMB in 2013.More and more tourism companies join into the market from home and abroad. But the small and media size hotel can't win much share in the huge online hotel booking market, although the number of the small and median size hotels are occupied the 80% of the hotels in china. Because most of the hotel websites can't satisfy the requirements of the customers and the operators of the hotels have little knowledge about marketing the hotel online. What they need to do is to improve their website? What they need to know is how to marketing themselves through the websites.Website evaluation is the premise of website improving. The paper aims to evaluate the marketing performance of the hotel website and provide the sensitive strategies for the small and median size operators to improve their website and marketing the hotels through websites and the internet.The paper creates 73 indicates to evaluate the hotel website performance in according with the Modified BSC approach which was published by Morrison in 1999. It has three aspects including customer, marketing and technology. Compare different performances of the hotel websites from these three aspects to clarify the advantage and disadvantage of the hotel websites. The evaluate approach, Content analysis is chosen to evaluate the sample websites.Shanghai as a modern city in China, it can't deny his top position in the development of the accommodation industry. To some extend the sample of the hotels in Shanghai could represent the development of the China. The websites of the small and median size hotels in Shanghai are chosen to be the sample of the research.Finally, the marketing strategies of improving the website are provided. |
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