EUROPEAN TRAVEL AND TOURISM ICT READINESS: PCA/SWARA APPROACH
EUROPEAN TRAVEL AND TOURISM ICT READINESS: PCA/SWARA APPROACH

Author(s): Žarko Rađenović, Ivana Marjanović
Subject(s): Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Tourism economics; PCA/SWARA approach; Tourism ICT readiness; Tourism business efficiency using ICT.
Summary/Abstract: The development of information and communication technology has led to the transformation of traditional business practices in all sectors of the economy. Information and communication technologies in the field of tourism represent a generator of change and drivers of development, by enabling the creation and retention of a large number of jobs, business opportunities and significant added value. Given the well-recognized value of the information and communication technologies in tourism, this chapter sought to identify the countries with the highest level of travel and tourism ICT readiness. Therefore, a two-step analysis was applied where in the first step the weights were determined using two approaches, PCA and SWARA. In the second step, using multicriteria analysis, the evaluation of ICT readiness of European countries was performed. The results indicate that the application of weight coefficients determined by different approaches in the same multicriteria method leads to moderate rank inversion.

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