Determinants of Tourist Destination Competitiveness: The case of Gondar City, Ethiopia

Abstract

Destination competitiveness is a key issue in today’s increasingly challenging world tourism market which plays a major role in the destination competitive advantage, and the tourists have an extensive preference and consideration for those which are good value for money. This study aimed to examine the determinants of the tourist destinations competitiveness of Gondar city, Ethiopia. The study was descriptive and explanatory in research design and a mixed research approach. A survey questionnaire, key informant interview, personal observation, and document analysis were used for primary data collection tools. Besides, secondary data sources were used. 384 sample respondents were selected from the tourists through the convenience sampling technique; and key informants were selected using the purposive sampling technique. Data was analyzed using descriptive (percentage, Mean and Standard deviation) and inferential statistics (correlation and multiple linear regression analysis) with the help of SPSS version 26. The study revealed that all attributes- core resource, supporting factor, destination management, IT usage level by hospitality industry, demand conditions, situational conditions and pricing strategy in the city were important determinants for the competitiveness of Gondar City. Furthermore, the regression analysis shows IT usage level by the hospitality industry and pricing were found to be the highest positive and significant effect on tourist destination competitiveness followed by destination management, supporting factors, demand condition, situational condition, and core resources respectively. Gondar City performed low in most of the characteristics described under each measuring variable; however, the issue should be resolved as soon as possible through the integration and coordination of destination management organizations toward the determinants of tourist destination competitiveness.