ABSTRACT
Tourism has become increasingly global and the demand and competition for international tourism as a key component of local economies has increased rapidly in the last decade. Researchers are trying to explore international tourist expectations and preferences to provide better, more competitive tourism services and enhance guest hospitality experiences. The Best–Worst Scaling (BWS) method is an approach that has much to offer researchers in tourism and hospitality. The method overcomes most of the limitations of rating and ranking methods and it has several advantages compared to other scaling methods. This chapter describes the BWS method, demonstrates the implementation of the method and provides more information on the design and analysis of the data derived by surveys based on the Best-Worst method. The BWS method is demonstrated by empirical examples in hospitality and tourism, which presents the steps necessary to design and analyze a Best-Worst study.
