Destination benchmarking

This research has been designed as a case study on Mallorca and Turkey to achieve two objectives. The first included the investigation of the methods used to identify performance gaps between these destinations. The next was to examine the extent to which the benchmarking approach could be applied to tourism destinations. The findings suggest that surreys resulted in data that were able to identify the performance gaps between the destinations, and observations were useful to explore the possible reasons. It is also possible to suggest that the application of benchmarking to destinations could be limited due to cultural, political, economic, and practical reasons, but it could be regarded as a learning experience from others' good practices. (C) 2002 Elsevier Science Ltd. All rights reserved.