Strategic Explanation of the Properties of Tourism Competitiveness in Reaching Tourism Target Markets (Case Study: Zanjan Province)

Competitiveness is one of the most important concerns of business in today's dynamic and competitive environment. And in recent years, competition has emerged as an economic concept that has influenced the sustainable development of the travel and tourism industry.

This descriptive-analytical paper seeks to study and strategically explain the drivers of tourism competitiveness in achieving Zanjan province's target markets. In this regard, information was collected through field and library studies. The statistical population includes the whole of Zanjan province with a population of 1011474 and 384 samples were selected by Cochran method. Structural Interaction Analysis and Interactive Interaction Analysis approach using MIC MAC and Scenario Wizard software were used for data analysis.

The findings of the study showed that based on the model of cross-structure analysis of tourism competitiveness, economic security includes e-commerce, ecological diversity, health infrastructure, and economic environment, international relations, transportation, and hotel services. According to the analysis of equilibrium interactions, the most important strategy for enhancing tourism competitiveness is based on the attractiveness of the tourism industry with a +2 coefficient. International Relations and e-commerce development at the international level with constructive coefficient (+1). And the development of health infrastructure with a factor of -1.

In order to develop tourism competitiveness, the existing infrastructure of employment, services and hospitality services as well as political and transport infrastructure should be strengthened.