Attributes of Destination Competitiveness of Sri Lanka: Tourism Service Provider Perspective

Abstract

The ability of the destination to attract possible tourists to its region and satisfy their needs is defined as destination competitiveness. It is the ability of a given destination to sustaining its market share and power, protecting, and developing it in time. However, the literature indicates that there are no commonly agreed attributes of destination competitiveness, which might differ from destination to destination, sometimes countries to countries. Thus, development of country specific attributes is important. In this context, the purpose of this paper is to review the main attributes of competitiveness highlighted in the general literature while confirming the special issues involved in exploring the notion of destination competitiveness as emphasized by scholars. The outcome of the study can empirically confirm set of attributes that can be used to measure the competitiveness of Sri Lanka as a tourist destination. The study identifies 121 competitiveness attributes through the literature survey and evaluated by "experts" judgment. The results of the expert judgment then statistically tested by 133 Tourism Service Providers selected via convenience sampling method to identify which attributes can create the highest determinant impact on the destination competitiveness of Sri Lanka. 46 attributes were found to have determinant measures statistically significantly greater than average. This becomes a steppingstone to validate the policy, marketing, socio-economic decisions regarding the destination competitiveness of Sri Lanka.