Tourism Economics, 2012, 18 (3), 597–606 doi: 10.5367/te.2012.0126 Technical efficiency measurement and inverse -convexity: Moroccan travel agencies OLGA GONCALVES, QI BIN LIANG, NICOLAS PEYPOCH AND SARA SBAI The first three authors are with CAEPEM, IAE, and Sara Sbai is with ICRESS, IAE, at the University of Perpignan Via Domitia, 52 Avenue Paul Alduy, F-66860 Perpignan Cedex, France. E-mail: peypoch@univ-perp.fr. (Corresponding author: Nicolas Peypoch.) This paper uses an innovative data envelopment analysis (DEA) model, the inverse -convex model (Briec and Liang, 2011). This approach is used to measure the technical efficiency of Moroccan travel agencies. The travel agencies are ranked according to their efficiency over the period 2006–2008. The methodology is found to provide more accurate measurements of the travel agencies’ efficiency. The paper also makes methodological and managerial contributions. Technical efficiency is analysed by using the inverse -convexity model, comparing and contrasting it with traditional DEA methods. A key advantage of such an approach is that, on the one hand, traditional convexity assumption is relaxed and, on the other hand, it underlines potential complementarities of inputs. Finally, policy implications are derived. Keywords: travel agencies; -convexity; efficiency; Morocco JEL classification: D24 Performance and efficiency analysis is a central issue for decision makers. Indeed, in a competitive environment companies have to maintain a sufficient market share. Tourism companies are facing growing international competition, especially due to the emergence of new destinations and consumption practices. Moreover, the richness of the Moroccan landscape and the diversity offered by each city continue to attract visitors. Morocco can consolidate its strong position as a receiving country, but managers have to monitor environmental changes. Tourism attraction is a key point in the efficiency of tourist destinations. It can be described as all the elements, such as services or goods, which define the destination for the tourist (Leiper, 1990; Botti et al, 2008). It is easy to understand the important roles played by travel agencies for destination promotion and development. Travel agencies convey the destination image on a national and international scale. In this context, the need to evaluate travel B B B B