Competitive Advantages For Tourism

Analyze the market and competitive environment of destinations

Competitive advantage

“The effectiveness which a destination’s resources are utilized or deployed, thus enhancing its relative probability of success compared to competing destinations.” (CTH/DA3 page.7) To achieve a competitive advantage for tourism industry, a destination must acquire or develop combinations or attributes that allows it to outperform its competitor. For a tourism destination, ensuring its overall attractiveness, increasing number of its visitor and visitor expenditure can ultimately lead to gaining of competitive advantage.

SWOT analyze

SWOT analysis is a strategic management technique that examine internal strengths, weakness, threats, and opportunities for growth and improvement in the market

Establish the aim and objectives of the research

2. Conduct a situation analysis

3. Conduct an information investigation

4. Develop a suitable research design

5. Collect the data

6. Interpret the information

7. Write the result into report form

Gathering and analysis of data

There are two forms of data in tourism research.

Primary data are the original data collected for specific purpose of solving the tourism research goals. The benefit of using primary data is that researcher can eliminate the risk of obtaining outdated and unnecessary data. The disadvantage of primary data are the expensiveness in obtaining and analyzing in terms of both time and money. There is also need of expertise to analyze mathematical or statistical information.

Secondary data are the data with other purposes, which has been already collected by other researchers or expertise. They are easily available in books, internet or in other forms. In some instance secondary data are viewed to be superior to that of primary data because it can be collected within short period of time. However, some secondary data can be outdated and it may contain incorrect or irrelevant