Suggesting a Framework for Performance Evaluation of Tourist Attractions: A Balance Score Approach

Abstract

The aim of this study is to suggest a framework for performance evaluation of smart tourism initiatives/projects implemented in tourist attractions. The suggested tool is based on the theoretical foundations of Service-Dominant Logic and the Balance Scorecard framework, an established strategic management framework that maps an organization’s strategic objectives into performance indicators. The suggested template for performance evaluation was tested and validated within the context of China, and 30 interviews were conducted with managers of tourist attractions rated the highest quality level in Zhejiang Province, China. The empirical study’s results indicated that (i) the crafted Balance Scorecard template is implementable and of high utility; (ii) a volume of 8 Critical Success Factors and 22 Key Performance Indicators constitute an integrated set to monitor and assess the performance in a comprehensive manner; (iii) the key factors and indicators should be the same regardless of the type of ownership and management (public or private); and (iv) technological infrastructure and services are evolving; however, the principles and tools remain the same regardless the advent of smart paradigm.

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