Destination competitiveness of a tourist region: A case of Kerala, India

Abstract

The concept of tourism destination competitiveness (TDC) is very complex, and so is developing a model for different destination contexts. The study aims to identify variables to measure the overall TDC of destination brand Kerala (India). A quantitative research design is followed based on a self-administered questionnaire survey strategy. A comprehensive study of various indices and published literature on TDC is conducted to arrive at a detailed list of variables for measuring competitiveness. Through content analysis and screening based on expert opinion surveys and interviews, variables are tailored to the natural and cultural destination region, Kerala. The perceptions of expert supply stakeholder groups regarding the relevance of variables are recorded. An exploratory factor analysis (EFA) is conducted to find underlying factors. The result is used to build a multiple linear regression model. Though the destination is celebrated for its 'Inherited and created resources', the study identifies that 'Destination safety and quality' has the highest impact on the TDC of Kerala. 'Absence of general strike', 'Methods of work/technique', and 'Navigation within the destination' are new significant variables that distinctly pertain to Kerala. The research is expected to help the destination management team evaluate the strengths and weaknesses of the destination, assess TDC, and develop policies and guidelines to improve competitiveness.