Tourism Destination Competitiveness: The mediating effect of people related factors

Vengesayi, Sebastian (2013-04-03)

Presentation

This paper investigates tourism destination competitiveness in a developing country by examining the relationship between destination resources and human related factors on the competitiveness of tourism destinations. A sample of 123 tourism business operators was surveyed. Through Structured Equation Modeling, the study investigates the association between destination resources and destination competitiveness, and how this relationship is mediated by people related factors. People related factors were found to have a direct effect on destination competitiveness, contrary to literature that position people related factors as having a complimentary or supplementary role to destination resources in determining destination competitiveness. Implications of the study for academics and practitioners are discussed.