Dea Application for the Tourist Satisfaction Management

Abstract

The outputs of Data Envelope Analysis (DEA) can be used for destination satisfaction management. This study attempts to show an application of DEA to a tourist destination, Jeju Island, suggesting that DEA is a useful tool to produce important information in managing destination tourist satisfaction. DEA can be used to find best practices for benchmarking by producing a single index of efficiency of decision-making units (DMU; here, market segments were used). The efficiency index also helps to identify DMUs (market segments) requiring immediate attention for improvements because they have the smallest index number. Weighted efficiency reference set suggests possible DMUs to benchmark. Overcommitted input could be identified and quantified to optimize the resources allocation with the reduced input by reviewing scores of excessive inputs used. This study uses survey data in DEA. Interpretation of DEA with survey data has different implications compared to financial and other ratio data.