Iran Cities Tourism Competitiveness in the Lights of Destination Management

One of the main indicators for measuring the development of tourism in cities is their competitiveness, which also plays an important role in the general development of tourism in the country. The purpose of this study is to measure Iran cities tourism competitiveness by considering destination management as a moderating variable. In this study, using a progressive approach based on the capabilities of Iranian cities for tourism development, first the initial conceptual model based on research literature was developed and then a questionnaire was reviewed and revised with the opinions of academic experts. This questionnaire was then provided to experienced tour guides in order to test the conceptual model with PLS-based route analysis method. The results showed that the competitiveness of tourism in Iranian cities is not in a favorable position in any of the indicators of competitiveness based on capability, including tourism standards, tourism growth capacity, competitiveness of tourism enterprises and futuristic tourism, and the scores obtained in all indicators are below average. That is, the number is 3. Also, regarding the competitiveness of tourism in Iranian cities, the moderating role of destination management on the variable of demand conditions was confirmed, but regarding other variables, it was rejected.