Comparative analysis of competitiveness of the tourism destinations Queretaro and Guanajuato under a multicriteria focus

Competitiveness is increasingly becoming a determining election factor by tourists and investors, as well as an indispensable indicator to determine the positioning of tourist destinations within a ranking. For this reason, instruments are needed to measure it and allow an efficient comparison. Within this framework, the objective of this article was to present the proposal to use multicriteria analysis as a technique to make a comparison of the competitiveness of tourist destinations supported by the Hong model and the ELECTRE III method. A case study was carried out where the analysis was applied to the Queretaro and Guanajuato destinations; the choice was made considering similar characteristics that would allow a fair comparative level. Applying the Hong's model, data were collected from various sources; subsequently the found data were operationalized generating a valued matrix (evaluation matrix); later, the ELECTRE III method was applied, which allowed the creation of a ranking; lastly, the comparison was made considering the different dimensions and subdimensions of the Hong model, identifying Queretaro as the more competitive destination.