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Measuring destination competitiveness: an exploratory study of the canaries, mainland spain, france, the balearics and italy Figure 7. Results of the estimated Demand Competitiveness Index 5. CONCLUSIONS Source: Own, based on data from the survey The new background to the tourist industry has led to a scenario in which destination competitiveness is increasingly important for those economies that are heavily dependent on this type of activity. Despite this, the subject has been given little attention in academic literature. A review of different attempts in this field and an analysis of those models that have been developed show them to be unsatisfactory. In some cases, they are conceptual proposals that cannot be applied due to a lack of available indicators or comparable data for different destinations. Additionally, the factors they cite are not prioritized in order of importance. In the empirical applications made to date, it is only possible to compare one destination with a set of “other” rival ones, rather than comparing how competitive each one is. Also, since these contributions are either demand or supply oriented, only a partial measurement of competitiveness and its factors is made. In order to overcome these weaknesses, this study presented a new instrument: the Demand Competitiveness Index (DCI). A pilot study was then carried out to apply the said index, using tourist surveys and five key Mediterranean destinations. These destinations account for a substantial market share of the world total and they rival one another in the summer holiday segment. Tourism Today - Fall 2007 - Full Paper 75
76 Jaume Garau-Taberner The results show that key travel motivations for tourists when choosing a holiday include: i) the climate; ii) the scenery; iii) cleanliness and hygiene and iv) the beaches. In contrast, the least important motivations (factors that are least influential in competitiveness) are: i) the existence of facilities for the elderly and/or children, ii) specific tourist attractions; iii) the opportunity to get to know other holidaymakers and iv) the nightlife. These results tie in with other studies that have been conducted in other Mediterranean destinations. By using a dual input matrix, the importance and relative weight of each factor and each destination could be visualized. The local life style, holidays that suit one’s budget, easy access from the tourists’ country of origin to the destination, and historical sites and attractions are areas where all the target destinations must improve if they wish to improve their capacity to compete. Finally, by estimating the DCI, we were able to see that the Balearics holds first place in terms of tourist satisfaction. The key conclusion of this study is the usefulness of the instrument we have presented, aimed at identifying and measuring factors that determine the competitiveness of Mediterranean sun and sand destinations. However, subsequent empirical applications must be conducted and improved on. These improvements include i) the need to use a larger sample group in order to guarantee more reliable results and a comparison among a higher number of destinations, and, finally; ii) a sample group selected during the summer months so that assessments of all the target destinations are made during the summer. In short, future research studies must be conducted so that the instrument presented here can be applied to different rival destinations. This is currently in the pipeline, as part of a doctoral thesis. 6. BIBLIOGRAPHY • Aguiló, E.; Jacob M.; Mulet J.; Simonet R.; Tintoré, J.; Tortosa, E. (2003). “La innovación medioambiental como un factor de competitividad de las empresas turísticas de Baleares”. In: Islas Baleares. Serie Estudios Regionales (G. López Casasnovas, dir.), Fundación BBVA, Madrid. • Butler, R.W. (1980). “The concept of a tourist area cycle of evolution: implications for management of resources”. Canadian Geographer, 24 (1). • Cha, S.; McClearky, K.; Uysal, M. (1995). “Travel motivation of Japanesse overseas travelers: A factor-cluster segmentation aproach”. Journal of Travel Research, 34 (1), 33-39. • Crouch, G.I. ; Ritchie, J.R.B. (1999). “Tourism, competiviveness, and social prosperity”. Journal of Bussiness Resarch, 44, 137-152. Tourism Today - Fall 2007 - Full Paper
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