Multiple Multinational Tourism Positioning Using Correspondence Analysis

Abstract

Multinational tourism research involves analysis of multiple origins, multiple tourist destinations, and multiple attributes for destination selection . For example, tourist perceptions of a destination may vary across countries of origin. This can have important implications for which countries to target with tourism promotion, or which of the destination's attributes should be stressed in the promotion. Correspondence analysis is a technique which can handle problems of this complexity where other multiattribute analytical methods cannot. This technique is applied to empirical tourist perception data on Singapore and other Pacific Rim countries. A discussion of how the Singapore Tourist Promotion Board can use the resulting output to improve Singapore's positioning in the tourism market is presented.