The preference analysis for tourist choice of destination: A case study of Taiwan

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Abstract

This study identifies the factors that influence the tourists' choice of destination and evaluates the preferences of tourists for destinations. A 4-level AHP model, consisting of 22 attributes on the 4th level, was proposed and tested using data collected from tourists visiting Taiwan to establish the relative importance of pre-selected factors (criteria). By using fuzzy set theory and TOPSIS, the preference of 8 given destinations corresponding to each criterion can be evaluated and given final ranking. Results indicate that visiting friends/relatives and personal safety appear to be the 2 most important factors for inbound tourists to Taiwan, price is the least important and Taipei 101 is the first priority for travelers. © 2008 Elsevier Ltd. All rights reserved.

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Hsu, T. K., Tsai, Y. F., & Wu, H. H. (2009). The preference analysis for tourist choice of destination: A case study of Taiwan. Tourism Management, 30(2), 288–297. https://doi.org/10.1016/j.tourman.2008.07.011

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