AN INNOVATIVE APPROACH TO MEASURING THE TOURISM COMPETITIVENESS OF BOSNIA AND HERZEGOVINA USING THE INTEGRATED (DWYER & KIM) MODEL
DOI:
https://doi.org/10.2478/eoik-2024-0029Keywords:
tourism, competitiveness, Bosnia and HerzegovinaAbstract
Competitiveness is a generally accepted concept that emerges in all
social and economic spheres, so understanding competitiveness in the
sphere of tourism is also essential for destinations to attract a sig-
nificantly larger number of tourists and increase tourism expenditure.
The aim of the research in this paper is related to the verification of
the applicability of the Integrated Competitiveness Model, which was
created by Larry Dwyer & Lee Kim. In order to demonstrate the ap-
plicability of the Integrated Competitiveness Model using the exam-
ple of Bosnia and Herzegovina, the paper established a clear meth-
odological framework based on a questionnaire as the main research
instrument, which was interpreted by applying a Likert scale, and the
responses were analyzed using measures of descriptive statistics. The
statistical processing of the collected responses indicates the success-
ful applicability of the Integrated Model, according to which Bosnia
and Herzegovina is a moderately competitive destination. A particular
significance of the model is its precise suggestion of the multidimen-
sionality and interdependence of competitiveness determinants, high-
lighting those that need improvement. The research, which utilized
an innovative approach through a survey questionnaire, achieved rep-
resentativeness through careful sample selection, encompassing not
only tourists but also representatives of the tourism industry, resulting
in original conclusions.
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