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An application of AHP approach to investigate tourism promotional effectiveness

Author

Listed:
  • Wen-Hsiang Lai

    (Feng Chia University, Graduate Institute of Management of Technology, Taichung, Taiwan)

  • Nguyen Quang Vinh

    (Feng Chia University, PhD Program in Business, Taichung, Taiwan)

Abstract

Purpose – The tourism industry service network (TISN) is considered to be one of the largest components of tourism in the modern Vietnamese economy. The Vietnam National Administration of Tourism (VNAT) is currently developing a long-term plan to diversify the country’s tourism industry and to improve the destination image of Vietnam. To successfully implement this plan, the Vietnamese tourism industry must employ effective promotional strategies. Design – This study designs to determine the necessity of measuring the effectiveness of the promotional activities of tourist destinations and to decide upon a promotional strategy that appropriately parallels the desired destination attributes and destination image. Methodology – This study proposes to address tourism promotional efficiency using the analytical hierarchy process (AHP) methodology, a decision-making method based on pairwise comparisons between criteria, and constructs an evaluation structure with criteria-associated weights for factor selection. Approach – In accordance with AHP design, this study selects participants who had been in charge of or served in the Vietnamese tourism industry for a number of years. Findings – This study finds that “government policy”, “service staff” and “tourist satisfaction” are the three most important factors impacting tourism promotional effectiveness. Surprisingly, “tourist loyalty” and “tourism infrastructure” are considered to be the least important factors affecting tourism promotional efficiency. Originality of the research – This study provides valuable information and knowledge of tourism promotional effectiveness to be fully shared and passed on in the tourism industry, resulting in a corporate cultural atmosphere that creates the innovative impetus of destination attributes and images.

Suggested Citation

  • Wen-Hsiang Lai & Nguyen Quang Vinh, 2013. "An application of AHP approach to investigate tourism promotional effectiveness," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 19(1), pages 1-22, May.
  • Handle: RePEc:tho:journl:v:19:y:2013:n:1:p:1-22
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    Citations

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    Cited by:

    1. Christos Amoiradis, 2019. "A Theoretical Approach To Sustainable Tourism Marketing," Economics & Law, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 1(2), pages 1-7.
    2. Adis Puška & Anđelka Štilić & Miroslav Nedeljković & Aleksandar Maksimović, 2022. "Dex-Based Evaluation of Sustainable Rural Tourism in Bosnia and Herzegovina," Tourism and Hospitality, MDPI, vol. 3(4), pages 1-12, December.
    3. Chee Hua Chin & May Chiun Lo & Zaidi bin Razak & Pooria Pasbakhsh & Abang Azlan Mohamad, 2020. "Resources Confirmation for Tourism Destinations Marketing Efforts Using PLS-MGA: The Moderating Impact of Semirural and Rural Tourism Destination," Sustainability, MDPI, vol. 12(17), pages 1-23, August.
    4. Boris Prevolšek & Maja Borlinič Gačnik & Črtomir Rozman, 2023. "Applying Integrated Data Envelopment Analysis and Analytic Hierarchy Process to Measuring the Efficiency of Tourist Farms: The Case of Slovenia," Sustainability, MDPI, vol. 15(5), pages 1-18, February.

    More about this item

    Keywords

    Tourism promotion; destination attributes; destination image; analytic hierarchy; process (AHP);
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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