Obtaining the Efficiency of Tourism Destination Website Based on Data Envelopment Analysis

Internet is an important marketing channel for destinations as it makes a lot of information available to potential tourists; and at the same time, it has allowed tourists and resident population to amplify their traditional channels of influence as opinion makers. This fact has forced the destinations to invest many resources: time, effort and money; but very few of them have made a real effort to quantify the efficiency of its communication channel. This article presents a novel system to verify the efficiency of the channel, with this objective, the use of a nonparametric model is studied, Data Envelopment Analysis, based on a regional destination and the study contains the comparative with the main cities of the region. For the correct operation of the system a series of input and output variables are suggested in order to obtain the efficiency outcome. Finally, the result is presented in a ranking list that allows the analysis of variables that should influence the destination with the aim of improving the communication channel.