蕭中強Chung-Chiang HsiaoJohan Mikael BergstenJohan Mikael Bergsten2019-09-032015-2-112019-09-032015http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN060155024O%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94724The aim of this study was to develop a deeper insight into the judgmental criteria when Japanese tourists consider Sweden as their potential travel destination. Using earlier destination competitiveness factors as a basis, 16 factors were evaluated both by Japanese potential tourists and Swedish tourism experts in the form of two online surveys. Their judgments were analyzed using the analytic hierarchy process (AHP) to come up with factor weights for each of the factors, in order to find out if there was a fit between the factors that Japanese tourists regarded as important, and the factors where tourism experts considered Sweden as competitively strong. Results showed that the Japanese tourists regarded natural resources, especially the climate, as well as adventure activities and accommodation to be important when considering Sweden as a destination. Results also showed that tourism experts regarded Sweden’s natural resources to be competitively strong, especially the natural scenery.The aim of this study was to develop a deeper insight into the judgmental criteria when Japanese tourists consider Sweden as their potential travel destination. Using earlier destination competitiveness factors as a basis, 16 factors were evaluated both by Japanese potential tourists and Swedish tourism experts in the form of two online surveys. Their judgments were analyzed using the analytic hierarchy process (AHP) to come up with factor weights for each of the factors, in order to find out if there was a fit between the factors that Japanese tourists regarded as important, and the factors where tourism experts considered Sweden as competitively strong. Results showed that the Japanese tourists regarded natural resources, especially the climate, as well as adventure activities and accommodation to be important when considering Sweden as a destination. Results also showed that tourism experts regarded Sweden’s natural resources to be competitively strong, especially the natural scenery.destination marketingdestination competitivenessattribute importanceanalytic hierarchy processSwedenJapanese touristsdestination marketingdestination competitivenessattribute importanceanalytic hierarchy processSwedenJapanese tourists