Vận Dụng Mô Hình Phương Trình Cấu Trúc Trong Đánh Giá Năng Lực Cạnh Tranh Điểm Đến Du Lịch Thừa Thiên Huế

Abstract

Tourist destination competitiveness is a multidimensional concept consisting of many factors such as tourism resources, tourism infrastructure, management strategies, etc. Using survey data with 696 tourism experts, government officers, and practitioners, and applying structural equation modeling, this study identifies 7 factors of Thua Thien Hue tourism destination competitiveness. The results indicate that three factors: management activities, safety and security, and tourism natural resources have statistically significant influence on the competitiveness. The other factors including cultural tourism, tourism services, and its price level are not statistically significant. This indicates that the efforts of Thua Thien Hue tourism management should aim at destination positioning and branding based on the province's tourism comparative advantages and differentiating tourism products and value-added services. These are the strategic solutions to enhance Thua Thien Hue tourist destination competitiveness.