Analizing The Effect of the Organizational Capacity on the Competitiveness of Spa Tourism Destinations; Case Study: Sarein City

The purpose of this study is to analyze the impact of organizational capacity on the competitiveness of Sarein spa tourism destination and consequently the research model is quantitative. The required initial data were obtained using a questionnaire and composed of a statistical population of tourists and experts from executive organizations and services related to the tourism industry based on 200 randomly selected samples in a purposeful manner. Findings indicated that from the perspective of organizational capacity development, the components of leadership capacity and especially communication are weak. Also, from the view point of competitiveness, apart from the appropriate conditions of the resource quality component, the other two components, namely destination management and the competitive performance component, are not in suitable conditions to promote tourism development. Structural equation modeling demonstrated that the components of organizational capacity development have a positive and significant effect on the competitiveness of Sarein spa tourist destination.