Decline or Rejuvenation? Efficiency Development of China's National Scenic Areas

The decline is one of the essential issues for developing tourism destinations. The rapid adoption of appropriate policies will enable them to reverse the decline and enter the rejuvenation stage in time. This study advocated establishing an operational evaluation model of tourism efficiency with DEA and the super-SBM model to estimate when China's mass tourism destinations are in decline and rejuvenation based on the tourism area life cycle (TALC) theory regarding China's national scenic areas (NSAs) samples. The results show that the development of China's mass tourism destinations can be divided into three phases, in which there is a clear process of persistent decline and rejuvenation. Different types of NSAs vary in terms of efficiency level and change trends. Human landscape, caves, and wetland and lakes all have distinct phases of persistent decline, but humanistic landscapes show a significant rejuvenation trend. These findings provide an innovative re-interpretation of the TALC model.