For more information about GTVS, contact Ryan Skeete at rskeete @ caribtourism.com
The aggregated evaluation methodology which we will be using takes account of tourism as an integrated system that comprises a number of sectors, such as accommodation, restaurants, transport, visitor attractions, tour operators, shopping and public services such as customs, immigration, the police and tourist information centres.
Every tourist interfaces with some of these sectors when visiting a destination, and as such, satisfaction or dissatisfaction with one or more products or services is likely to affect their overall satisfaction with the destination.
The result will be expressed as an absolute score (out of 100) and will lend itself to simple interpretation and ease of comparability across sectors as well as destinations. It is envisioned that scores will be published in a number of formats (barometer, table, chart, etc.) depending on the agreed branding and ease of communication.
Once again, the classification will depend on the outcome of the branding exercise. It is anticipated that a distinctive logo will become a recognized and coveted quality mark which deserving destinations will use to their advantage in their marketing, promotion and public relations functions.
- Analytical framework adapted from contemporary best practice
- Two-step approach to evaluation of visitor satisfaction
- Aggregate of weighted sector level indices
- Certification and publication of scores in league tables
- Methodology subject to change over time
- Repeated annually
Criteria and Ratings
The GTVS index system includes two stages of satisfaction evaluation: the sectoral elements and the entire destination level. The system is built on a sound academic theoretical framework (see Song et al 2011 and Mingfang 2011). This 2-stage process links the sectoral satisfaction with overall destination level satisfaction. The sectoral level measures visitors’ satisfaction on seven key aspects: accommodation, immigration & customs, restaurants, sites & attractions, shopping, safety & security and transportation & infrastructure.
Each sectoral index is based on a structural equation model (SEM) in which visitor satisfaction is related to its precedent and antecedents. However, the visitor satisfaction itself is not directly measured but considered a latent/unobservable variable related to three indicator/measurable variables: overall satisfaction, confirmation of expectations and comparison with ideal experience. Each sectoral index yields a score between 0 and 100, where 0 is very poor and 100 is excellent. The information to calculate such a rich index is obtained from survey responses to the GTVS questionnaire (filled by departing tourists) constituting 7 sections: tourist demographics, actual experiences, value of service, expectations, satisfaction, complaints and loyalty. A random-sampling method is employed at airport departure lounges.
The destination level uses a 2nd order confirmatory approach which derives weights for each sector that are aggregated to form the total satisfaction index number. Given the sound scientific basis described for deriving the sectoral indexes and the overall satisfaction index, the robustness of the results is guaranteed.
- Local accessibility
- Environmental responsibility
- Overall visitor appeal
- Satisfaction level with key products and services
- Total visitor satisfaction index for the destination as a whole
- Caribbean destinations are ranked by order of performance
Antigua and Barbuda
St. Kitts & Nevis
Trinidad and Tobago