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Abstract
The Travel and Tourism Competitiveness Index (TTCI) is a useful indicator to compare the tourism competencies of civilized nations, ranking and comparing tourism competitiveness for each country to understand the situation in global market competition. Moreover, the indicators are considered for the issues of diversity and sustainability. Consequently, in the beginning, many academics in the tourism field were interested in studying TTCI until they discovered various tourism development guidelines; however, the studies only evaluated destination capabilities on the supply side because few studies focused on the perception of tourists on the demand side. Therefore, this study develops the most direct TTCI image measurement model and proves it by statistical process, Confirmatory Factor Analysis (CFA), to meet the findings that the model generated can be adopted to statistically evaluate the perception of tourists based on a TTCI similarly to the perceptions established on tourism element concepts for balanced and sustainable development because its idea can also extend the perspective of sustainable tourism concept.
Keywords: Travel and Tourism Competitiveness; Destination Imag;Constructing elements
1. Introduction
The travel and tourism industry of recent times has played a very important role in the global and community economies. In 2018 and 2019, this sector contributed over 10% of global GDP and increased employment in many regions, representing rapid change over the decade (World Travel & Tourism Council, 2021(. Due to the extension, industry policymakers, industry leaders, and other stakeholders should closely recognize and attach importance to the competitiveness of travel and tourism to increase the growing market share, whereas the public sector and private sector must simultaneously consider sustainable tourism. (Organisation for Economic Cooperation and Development (OECD), 2020(.
As a result, the Travel and Tourism Competitiveness Index (TTCI) is an indicator produced to rank or compare the competitiveness of countries to steal global tourism market share and drive towards sustainability in tourism(Calderwood & Soshkin, 2020; Kim, Liu, & Williams, 2021(. The results of TTCI have become an adequate tool for tourism and travel business policymakers and other stakeholders to understand supply development(Augustin & Liaw, 2017).
In the past, many TTCI studies mainly demonstrated efficacy, credibility, and supply-side contribution, producing sustainability management (Augustin & Liaw, 2017; Kayar & Kozak, 2010; Rodríguez-Díaz & Pulido-Fernández, 2021; Roman, Roman, Prus, & Szczepanek, 2020(,...