Abstract
The principal aim of this paper was to explore destination competitiveness factors of Jablanica District (Serbia), by examining the attitudes of tourists. For research purposes, 32 attributes of destination competitiveness were rated with two parallel five-point Likert type scales – one by which tourists rated the importance of the attribute and the other by which they expressed their satisfaction with the same. A total of 378 validly completed questionnaires were collected and served as a basis for data analysis. By using a factor analysis, the most important destination competitiveness factors were extracted. Based on this factor solution, Importance-Performance Analysis (I.P.A.) was performed. Using I.P.A., this article examines the efficiency of the resources allocation based on isolated factors, and the possibility of creating management strategies to improve the competitiveness of this destination. The results of this study indicate that the factors of food and environment are of primary importance for tourists when choosing this tourism destination. Research results will be of great importance for tourism managers in the destination, as well as for authorities of local governments in the district, to better understand strengths and weaknesses of identified competitiveness factors and utilise them as a starting point for tourism development.
Highlights
There are many factors that influence the choice of a destination, and its respective competitiveness
Importance Performance Analysis is an excellent guide for the allocation of limited financial resources of companies and directing their actions toward the development of the attributes that have the highest value for the consumer
If there is no clear segmentation of demand, it is highly probable that the limited resources of enterprises may not be able to allocate the most important attributes based on which the competitive advantage in the market can be achieved
Summary
There are many factors that influence the choice of a destination, and its respective competitiveness. In practice, it is widely accepted that the satisfaction with destination factors is the main prerequisite for tourists when choosing a destination (Sánchez-García & Currás-Pérez, 2011). Shonk, Greenwell, and Divers (2012) define destination satisfaction as ‘a multi-dimensional assessment of its individual attributes characteristics, and their evaluation during and after returning from the destination’. Satisfaction is observed as a factor in the ability of a destination to meet functional, service, social and psychological tourist needs. Satisfaction research, at the level of destination.
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