The significance of cultural resources in enhancing competitiveness of tourism destinations: TOURCOMSERBIA model

Abstract

Cultural resources play a pivotal role in attracting and captivating tourists, contributing to the overall appeal and distinctiveness of a destination. The unique cultural heritage, historical sites, traditional arts, festivals, cuisine, and cultural events all contribute to creating an authentic and memorable experience for visitors. Destinations rich in cultural resources often possess a competitive advantage over others, as they offer a deeper understanding of local traditions, customs, and ways of life. The preservation and promotion of cultural resources not only drive tourism but also stimulate economic growth, generate employment opportunities, and foster community development. Strategies aimed at leveraging and showcasing these resources effectively can enhance a destination's competitiveness, and increase visitor numbers, length of stay, and overall tourist satisfaction. Ultimately, recognizing and investing in cultural resources can significantly contribute to the success and sustainability of a tourism destination. The article will outline the methods used by the TOURCOMSERBIA project to continuously assess Serbia's tourism competitiveness, with a focus on its cultural resources and the degree of its tourist attractiveness. The model was developed over the course of four phases, including a thorough literature review, the Delphi method, pilot testing, model setting, and validation of the model. The TOURCOMSERBIA analysis explored a lot of different tourism competitiveness-related publications. These findings will be highlighted in this research since cultural resources are one of the most often used measures of competitiveness. The goal of this study is to draw attention to the significance of valuing cultural resources in the context of boosting a tourism destination's competitiveness in the global tourism industry.