Constructing grey relation analysis model evaluation of tourism competitiveness

Abstract

A destination's tourism competitiveness evaluation is important especially when countries strive for bigger market shares. Based on travel and tourism competitiveness index, the paper outlines the factors of tourism competitiveness, and reiterates the importance of establishing connections between them for constructing a flexible and interrelated index. This study presents a new comparison method for evaluating the tourism competitiveness of destination. The Grey Relational Analysis (GRA) is a quantitative analysis to explore the similarity and dissimilarity among factors in developing dynamic process. This study uses three tourism competitiveness indicators to classify fourteen items of tourism competitiveness as research variables through the GRA. Finally, this study uses GRA to arrange the total tourism competitiveness of the 24 sample countries of European Union in order to evaluate the tourism competitiveness relationship between destinations.

Keywords and phrases:

• Grey Relational Analysis (GRA)
• tourism competitiveness
• tourism attraction
• positioning
• destination brand