Analysis Of Destination Competitiveness, With Emphasis On Tourists Perception Case Study: Incoming European Tourists to Iran

Today's competition in tourism has become one of the most important issues. On the other hand, the competition of the destination is largely influenced by the quality of the tourist experience. However, quantitative studies have been conducted to examine competitiveness in terms of demand. The purpose of this study is to investigate the effect of experience quality on tourist's perception of destination competitiveness. In this regard, the model proposed by Meng (2006) has been adapted. This model suggests that the quality of tourism experience in different stages of travel affects the perception of the competitiveness of tourists from the destination. The statistical population of the study consisted of European tourists visiting Iran. Pearson correlation coefficient was used to analyze the results. The results indicate that there is a meaningful relationship between the quality of experience and perceived competitiveness, and the perception of tourists from the competition of the destination is directly influenced by the quality of the tourism experience. In addition, it seems that the level of participation of tourists only has a positive and significant relationship with the post-travel stage.