Exploring Market Credit Evaluation System of Tourism Enterprises from Tourist Perspective

ABSTRACT

This study employs literature review and expert consultation methods to construct dimensions and items for evaluating the market credit of tourism enterprises from tourist perspective. A Hierarchical Analysis Method was used to develop the market credit evaluation system for tourism enterprises. The research findings indicate that the evaluation system comprises 7 dimensions and 37 items, which include: credit capacity, credit regulation, credit foundation, credit behavior, economic credit, employee credit, and integrity culture. The Hierarchical Analysis Method was applied to determine the weight for these dimensions and items. The credit foundation of tourism enterprises was found to have the highest weight, followed by credit regulation, credit capacity, credit behavior, economic credit, employee credit, and integrity culture. Theoretically, this research enriches the theory of tourism enterprise credit and provides a measurement tool for evaluating market credit. Practically, it offers targeted suggestions and strategies for tourism enterprises to enhance their market credit.

KEYWORDS:

• Tourists
• tourism enterprises
• market credit
• hierarchical analysis method

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the Research Center for Culture and Tourism Law of Hangzhou City University [2023JD43].