Abstract
Purpose Nowadays, the tourism industry is considered the largest and most diverse industry in the world, which can play a significant role in the economic growth and development of a country as the main source of income and employment. In this regard, the purpose of this study is to focus on evaluating the competitiveness indicators of Shiraz city tourism destination based on a combined model. Design/methodology/approach For this purpose, a questionnaire with 78 questions was used to evaluate the indicators, in which a total of 1,432 tourists participated, including 927 domestic tourists and 505 international tourists. The collected data were analyzed to determine the hierarchical relationship between the indicators using equation structural modeling. Findings The research findings indicate that the most effective and influential indicators in the field of tourism competitiveness are natural and handmade resources, and the most influential factors are demand conditions and cultural and natural resources. In this hierarchy, each factor affects its previous level and influences the next level. Originality/value This study offers significant potential for uncovering credible and robust approaches to further investigate the contextualization of tourism competitiveness on both national and international scales, thereby generating valuable new insights. By conceptualizing the diverse dimensions of tourism competitiveness and delving into the variations in its impacts across multiple levels, this research not only challenges existing notions but also aids destinations in maintaining and enhancing their market position and share over time. This study offers valuable insights and practical implications for both researchers and practitioners in the field of urban tourism. It enhances the understanding of destination competitiveness, informs policy decisions, facilitates benchmarking and best practices, guides strategic decision-making and promotes sustainable tourism development.
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