Abstract

The Travel and Tourism Competitiveness Index (TTCI) is a useful indicator to compare the tourism competencies of civilized nations, ranking and comparing tourism competitiveness for each country to understand the situation in global market competition. Moreover, the indicators are considered for the issues of diversity and sustainability. Consequently, in the beginning, many academics in the tourism field were interested in studying TTCI until they discovered various tourism development guidelines; however, the studies only evaluated destination capabilities on the supply side because few studies focused on the perception of tourists on the demand side. Therefore, this study develops the most direct TTCI image measurement model and proves it by statistical process, Confirmatory Factor Analysis (CFA), to meet the findings that the model generated can be adopted to statistically evaluate the perception of tourists based on a TTCI similarly to the perceptions established on tourism element concepts for balanced and sustainable development because its idea can also extend the perspective of sustainable tourism concept.