Measurement of Tourist Attraction Performance: A Case Study of Sightseeing Places, China

Abstract

With the development of economy, tourism industry is increasingly popular. The competition in tourism business is very intense. Performance measurement is an important technique to evaluate the efficiency of tourism industry. The tourism industry includes many stakeholders, such as suppliers, tour operators, travel agency, tourist attraction and tourist. At present, there are few researches on performance measurement model of the tourist attraction. Hence, this research develops a performance measurement tool of tourist attraction. The performance indicators are prioritized by utilizing the Analytic Hierarchy Process (AHP) method. To verify the proposed performance measurement tool, two sightseeing places in China are selected to evaluate their performance by the tool. The performance results are compared with a standard performance measurement tool of China, that is China’s tourist attractions rating system. With the Chinese rating system, the China’s sightseeing places are scored and categorized into five levels from high score to low score, namely AAAAA, AAAA, AAA, AA and A. By the comparing, the results show scores from the proposed performance measurement tool are coincident with the China’s tourist attractions rating system in both two sightseeing places.

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