Abstract
ABSTRACT The purpose of this research is to examine the relative positioning of ten Middle Eastern destinations using six competitiveness indices developed by World Travel and Tourism Council (WTTC). A multi-dimensional scaling (MDS) analysis is utilized to generate a positioning map based on the analysis of both attributes and objects in a joint space. The positioning map revealed closely competitive destinations, how competitiveness indicators cluster together and competitive strengths and weaknesses of each destination. This study identified four groups of countries (destinations) that compete with each other. The implications of relative positioning of destination countries based on six specific tourism indices and the limitations of the study are discussed.
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