A Novel Evaluation Approach for Tourist Choice of Destination Based on Grey Relation Analysis

Table 1

Overall preference measures of destinations.

Criteria	Taipei 101	National Museum	Sun Moon Lake	Alishan	Yushan Park	Taroko Park	Love River	Kenting Park
Escape	6.23	5.42	7.16	6.80	5.94	7.08	5.99	6.92
Self-actualization	7.16	6.89	6.30	6.09	5.22	6.41	5.66	6.45
Rest/relaxation	5.38	5.05	7.59	7.06	6.13	7.05	6.36	7.30
Medical treatment	6.40	4.41	4.30	4.34	3.02	4.09	5.38	4.73
Health and fitness	5.05	4.10	6.57	6.98	6.34	7.15	5.17	6.57
Visiting friend/relative	7.96	5.54	8.54	7.01	5.88	6.84	6.86	7.42
Meeting new people	7.45	5.55	5.98	5.55	4.37	5.61	5.76	6.80
Novelty seeking	8.04	6.08	5.35	5.06	4.16	5.22	5.61	6.29
Culture exploration	6.27	7.87	6.54	6.41	5.42	6.28	5.66	6.45
Adventure seeking	3.97	3.43	5.96	6.56	6.30	6.67	4.94	6.73
Enjoying night life	8.56	5.53	4.49	3.95	3.43	4.41	6.45	5.80
Transportation facilities	8.60	8.03	6.20	5.28	4.04	5.45	6.78	6.70
Friendliness of people	6.48	6.52	6.68	6.84	5.95	6.93	6.33	6.95
Quality/variety of food	8.85	6.41	5.70	5.58	4.28	5.80	7.16	6.88
Accommodation	7.81	7.26	6.67	5.72	4.31	6.63	7.36	7.52
Environment safety	6.10	6.38	6.98	6.81	6.07	7.20	6.24	6.73
Personal safety	7.36	7.29	5.80	5.02	4.55	5.38	5.80	6.59
Price	4.39	5.12	5.55	5.64	5.88	6.05	5.30	5.30
Culture and historical resources	6.11	8.47	6.78	6.72	6.22	6.63	5.60	6.49
Good shopping	8.04	5.99	4.89	4.79	3.63	5.40	6.13	6.11
Destination image	7.78	7.27	7.94	7.06	6.53	6.92	6.38	7.14
Benefits expectations	7.67	6.80	5.41	5.41	4.60	5.32	6.48	6.67