This paper uses an innovative data envelopment analysis (DEA) model, the inverse 𝔹-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 𝔹-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.
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