Piloting the Transitioning From Volume to Value in Tourism Measurement

One of the sustainability challenges of the tourism sector is that, while there is growing understanding that volume alone is not a determinant of balanced tourism development, the standard indicators used to measure, track and report tourism sector performance are volume-based, i.e., number of arrivals/overnight stays. This issue results in policies, budgets, and strategies that are driven by growth. A transition to value-based measurement is only possible if there is an alternative that is easy to administer and transition to.
This project aims to address this need through three steps. First, to collect and combine existing sustainable tourism metrics. Second, to study any successes of destinations that have tried to move from volume-based indicators to value based ones. Third, to narrow the extensive list of metrics and develop a prototype to test the viability of a simple (one to three indicator) alternative to current volume-based metrics.

Faculty Supervisor:

Rachel Dodds

Student:

Partner:

BehaviorSMART;Klevr Places

Discipline:

Business

Sector:

Professional, scientific and technical services

University:

Toronto Metropolitan University

Program: