Measuring comparative performance of vacation destinations: Using tourists' self-reported judgements as an alternative approach

Abstract

This study was designed to test, the use of a practical approach developed: (i) to measure external performance of two international tourist destinations (Turkey and Mallorca); and (ii) to investigate their competitive position not only against each other but also against other major self-selected destinations on the basis of the tourists' perceptions of various self-reported destination attributes. The sample population chosen was comprised of British tourists who: (i) visited Turkey and Mallorca in the summer of 1998; and (ii) had travelled to other international destinations in the preceding 4 years. An open-ended (verbal) questionnaire was designed to achieve the research objectives. From the research findings, it is apparent that the analysis of tourists' self-reported judgements is relevant to report differences in the strengths and weaknesses of one destination vis-a-vis those of another in the same competitor set. Implications of the findings for the theory of consumer behaviour in tourism, for understanding qualitative research, for destination management and marketing, and for future research are discussed.