Compare methods

	Destination Net Promoter Analysis	Destination Competitiveness Index
Field	Tourism	Tourism Recreation
Family	Process / pipeline	MCDM
Year of origin	2003	2003
Originator	Frederick Reichheld (Net Promoter Score); adapted to destination advocacy	J. R. Brent Ritchie & Geoffrey I. Crouch
Type	Single-item recommendation-likelihood metric and advocacy-segmentation pipeline	Multi-attribute composite index of destination competitiveness
Seminal source	Reichheld, F. F. (2003). The One Number You Need to Grow. Harvard Business Review, 81(12), 46-54.	Ritchie, J. R. B., & Crouch, G. I. (2003). The Competitive Destination: A Sustainable Tourism Perspective. Wallingford, UK: CABI Publishing. ISBN: 9780851996646
Aliases	Destination Advocacy Score, Destination Recommendation Index, Tourist Net Promoter Measurement, Destination Word-of-Mouth Likelihood Score	Ritchie-Crouch Competitiveness Model, Tourism Destination Competitiveness Index, Crouch-Ritchie Competitiveness Framework
Related	4	3
Summary	Destination net promoter analysis adapts the Net Promoter Score, introduced by Frederick Reichheld (2003), to the measurement of destination advocacy. It rests on a single survey question, how likely a visitor is, on a 0-to-10 scale, to recommend the destination to a friend or colleague, and converts the answers into a compact indicator of word-of-mouth potential. Respondents are sorted into promoters, passives and detractors, and the score is the percentage of promoters minus the percentage of detractors. The metric is attractive for destinations because, as Litvin, Goldsmith and Pan (2008) emphasise, word-of-mouth is one of the most influential information sources in tourism, where intangible products are hard to judge before consumption; a destination's promoters become its advocates, spreading recommendations that drive future visitation, especially through electronic word-of-mouth.	The Destination Competitiveness Index operationalizes the Ritchie-Crouch model, the most influential conceptual framework for understanding why some tourism destinations outperform others. Crouch and Ritchie argued in 1999, and elaborated in their 2003 book The Competitive Destination, that a destination's ability to attract visitors and deliver lasting prosperity depends on a structured set of determinants: core resources and attractors, supporting factors and resources, destination management, destination policy and planning, and qualifying and amplifying determinants that set the ceiling on what is achievable. The index turns this framework into a multi-attribute composite: each destination is scored on attributes within each determinant, the attributes are weighted by importance, and the weighted scores are aggregated into an overall competitiveness score that can be benchmarked against rival destinations to reveal where advantage is won or lost.