Resource-based destination competitiveness evaluation using analytic hierarchy process (AHP): The case study of West Virginia.

摘要

This study aimed to evaluate West Virginia's resource-based tourism competitiveness in relation to its neighboring competitors using analytic hierarchy process (AHP). The study also sought to investigate the utility of AHP in destination competitiveness evaluation. Ten executive directors from West Virginia's Convention and Visitors Bureaus (CVBs) and 891 visitors to West Virginia participated in this study. Findings revealed that West Virginia performed well on availability of adventure-based activities, nature-based activities, and had a competitive edge on hospitality and friendliness of residents, safety and security, and value for money in shopping items in relation to competing destinations. AHP was shown to be a reliable tool to evaluate destination competitiveness. Theoretical and managerial implications and future research suggestions are discussed.