Understanding factors affecting tourism destination competitiveness - A case of domestic visitors in Ba Ria-Vung Tau of Vietnam
Abstract
The increasing number of tourism destination worldwide in recent years has created a highly competitive market and led to a lower profit margin for Vung Tau beach. Thus, understanding different attributes and how to maximize destination competitiveness is considered to be essential ways to the success of each destination. Based on this situation, this paper investigates the effects of various qualities (i.e. Tourism experience in three phases, Destination attractiveness, Tourist satisfaction and Tourist involvement) on the utilitarian and hedonic values, which in turn, have some influences on the overall competitiveness of Vung Tau beach. The concept of destination competitiveness is not new, but this study aims to investigate this idea from the visitors' perspective, which means domestic tourists who came to Vung Tau recently.
Data collection was organized through a quantitative study in Ho Chi Minh City and Bien Hoa City, Vietnam during three months in 2015. We use Structural equation modeling (SEM) to analyse 439 reliable observations. The experience outcomes demonstrated that On-site experience and After-trip experience were important factors affecting on Destination competitiveness. Furthermore, the findings also suggested that destination attractiveness, Tourist satisfaction and Involvement played a significant role in increasing the perceive of competitive of one destination, especially the Seasonal and Cultural attribute. The paper provides some recommendations for increasing destination competitiveness.
Keywords: tourism destination competitiveness, tourism experience, tourist satisfaction, tourist involvement.