Perpignan University

Department of tourism management

04/15/20231

Dr. BOTTI Laurent Dr. PEYPOCH Nicolas

04/15/20232

1. Introduction: Tourism in France

2. MCDA methods and destination competitiveness

3. ELECTRE and TDC: a ranking of European Countries

4. Interests, limitations and perspectives

French tourism paradox: MCDA

Analysis

3

1. Introduction: Tourism in France

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•To understand TD competitiveness, we dispose of the

Ritchie & Crouch (2003) model, the most cited one

•R&C model integrates all the relevant factors that

might typify the competitiveness of a destination

• Based on five competitiveness components (criteria)• Attractors (Climate, History…)

• Supporting factors (Accessibility, Hospitality…)

• Destination planning (Positioning, Branding…)

• Destination management (Marketing, HRM…)

• Amplifying determinants (Safety…)

2. MCDA methods and destination

competitiveness

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•Destination selection can be seen as a MCDA problem (Botti & Peypoch, 2014)

•Trying to select one destination from a set of n possible alternatives and on the basis of m criteria

2. MCDA methods and destination

competitiveness

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•MCDA methods generally classified in two groups: • compensatory methods (WSM) and

• non-compensatory ones (when strength in one of the criteria doesn’t compensate weaknesses in others) (Rowley et al., 2012)

•Non compensatory MCDA methods are largely based on the outranking relation

•which is a binary relation S defined on the set of alternatives A such that hSk if there are enough arguments to decide that alternative h is at least as good as alternative k, whereas there is no essential argument to refute that statement

2. MCDA methods and destination

competitiveness

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•The basic data of a MCDA problem are a set of n alternatives, a set of m criteria, a set of m weights of criteria

•And a n-m matrix (performance matrix) containing the evaluation of each alternative on each criterion

•Methods which strictly apply the previous definition of the outranking relation are the ELECTRE methods (Roy, 1991)

•ELECTRE methods comprise two parts: construction of outranking relations followed by an exploitation procedure used to elaborate recommendations (choosing: ELECTRE I / ELECTRE IS, ranking: ELECTRE III, or sorting: ELECTRE TRI).

2. MCDA methods and destination

competitiveness

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•MCDA litterature is quite narrow when considering the tourism field

•TOPSIS, PROMETHEE and the WSM was used by Ishizaka, Nemery and Lidouh (2013) to select the location of a casino in London

•ELECTRE II was used by Andrades-Caldito et al. (2013) to rank provinces of Andalusia (Spain)

•ELECTRE I was used by Botti and Peypoch (2014) to compare Hawaiian island

•Here, ELECTRE III (Roy, 1991) is used to obtain a ranking of European countries from the Ritchie and Crouch (2003) criterions and the WEF data (TTCI, 2013)

2. MCDA methods and destination

competitiveness

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• Data are derived from the 2013 World Economic Forum (WEF) Travel & Tourism Competitiveness Index (TTCI)

• in which 140 countries are analyzed and ranked

3. ELECTRE and TDC: a ranking of European Countries

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3. ELECTRE and TDC: a ranking of European Countries

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Performance matrix

3. ELECTRE and TDC: a ranking of European Countries

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3. ELECTRE and TDC: a ranking of European Countries

Diviz Workflo

w

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3. ELECTRE and TDC: a ranking of European Countries

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3. ELECTRE and TDC: a ranking of European Countries

•For France, room for improvement for its performance on criteria 2, 3, 4 and 5

•Government has just decided (june 2015) to introduce a national tourism strategy to improve competitiveness

•40 proposals

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3. ELECTRE and TDC: a ranking of European Countries

•C2: Core resources and attractions •WEF Pillar B.8: Tourism infrastructures

-> “Investissement Fund for Tourism” (FIT) to invest in hotels, niche tourism (“Waterway tourism” and “Wine tourism”).

•C3: Destination management•WEF Pillar C.11: Human resources

-> MOOC on hospitality / foreign languages (Atout France)

•C4: Destination policy, planning and development •WEF Pillar A.1: Policy rules and regulation

->Visa application for Chinese visitors in less than 48 hours

•WEF Pillar A.5: Prioritization of tourism & travel -> Translate signs in airports and road signs in English

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•Propose a global analysis of tourism

competitiveness

• Theoretical models of tourism competitiveness (WEF vs

R&C)

• Robust method to rank destination (ELECTRE III)

• Link between WEF pillars and R&C criteria

• Pseudo-criteria parameters choice (thresholds)

• Sensitivity analysis

• TTCI 2015 and next

4. Interests, limitations and

perspectives

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Thank you for attention!

laurent.botti@univ-perp.fr

peypoch@univ-perp.fr