Measuring National Tourism Organization Abroad Office Competitiveness

Measuring national tourism organization (NTO) abroad office competitiveness is crucial because of the hypercompetitive international tourism market. This study used focus group interviews and snowball sampling techniques to identify and apply competitiveness measurement criteria. An analytic hierarchy process model was then used to evaluate the weights of the criteria. Finally, this study examined and identified the overall global-competitiveness scores of different types of NTO abroad offices in Taiwan. The results contribute to a comprehensive and systematic framework of competitiveness measurement for different types of NTO abroad offices in an international, politically sensitive environment and their competitive performance. Copyright (C) 2013 John Wiley & Sons, Ltd.