Abstract
This study examines small hospitality businesses - specifically Bed and Breakfasts (B&Bs)-to identify the underlying success factors in utilizing the Internet as a marketing tool in the tourism and hospitality sector. The results suggest that B&B owners are using the Internet as a low-cost method of increasing their customer base, especially from overseas markets. Success is closely related to online experience, the measurement of Web site efficiency, prompt responses to inquiries, making it easy for customers to make a reservation, the development of relationships with customers, customer adoption of technology, and the existence of online partners. However, the small business owners do not use the Web to its full advantage. Few used the Internet to solicit feedback from guests, and only half used it to build customer relationships or measure the efficiency of their sites. In addition, only a small number used a secure server for online bookings. © 2006 by The Haworth Press, Inc. All rights reserved.