A mixed-method study for the identification of the factors affecting the performance of a tourist destination

The objective of this explanatory mixed method study was to examine the factors contributing to make a destination perform successfully. The quantitative phase was represented by a survey of 624 tourists, conducted in the Italian city of Naples. Structural Equation Modeling (SEM) was employed to determine a prioritization of attributes. The qualitative phase involved an analysis of user-generated content (81 reviews) from Tripadvisor and the Leximancer program was used for this purpose. The results confirmed many of the findings of the SEM, including the importance of appearance, aligned with several of the 13As attributes identified, and supported the managerial recommendations. Assessing the success of tourism destinations is essential for policymakers, destination managers, researchers, and companies. The main findings of the study show practical benefits for destinations and individuals in charge of tourism planning, development, and marketing as they provide explicit metrics for assessing performance.