Measuring tourism success: alternative considerations

Abstract

Purpose

The study aims to explore the possibility of redefining success in tourism and measuring such a phenomenon by considering alternatives to economic factors, and to identify the ways such measurement could be implemented.

Design/methodology/approach

The study reviews and explains current approaches to defining and measuring success in tourism in the literature, followed by identification of alternative factors which could be measured and the implications of such a change in approach.

Findings

There has been a long-standing emphasis and priority placed on measuring tourism at the national level with a focus on economic criteria, and this has been followed at regional and local levels. The result has been that success has become equated with volume, supporting the aim of continued growth in tourism. Such an approach and attitude mitigate against achieving or moving towards sustainability, and other measures are needed to avoid problems such as overtourism.

Originality/value

There has been little discussion of moving to a wider range of indicators of success in tourism, and the previous focus has been on economic criteria and competitiveness as shown by tourist numbers. This paper presents a discussion of an alternative approach, showing that tourism stakeholders from national to local levels need to redefine success as including factors such as community and environmental well-being and focus on a wider concept of success. Using existing data and organisations would enable measuring such concepts to be done without major change or greatly increased costs to agencies.

Citation

Butler, R. (2022), "Measuring tourism success: alternative considerations", Worldwide Hospitality and Tourism Themes, Vol. 14 No. 1, pp. 11-19. https://doi.org/10.1108/WHATT-10-2021-0133