TOURISM DESTINATION ATTRACTIVEVESS FACTORS IN THE FUNCTION OF COMPETITIVENESS

This paper deals with an analysis of destination attractiveness factors and their influence on the level of competitiveness of tourism destinations. Based on the present body of scientific knowledge from the field of destination attractiveness, destination attractiveness factors are defined as the element with the greatest influence on both the direction in which tourism develops, as well as on the intensity of its development. This paper defines the relation between destination attractiveness factors and the level of destination competitiveness. In the second part of this paper a multifactor model of destination attractiveness is presented. When applied, it provides further insights into the importance of particular attractiveness factors for the entire level of destination attractiveness, as well as the existence of a possible gap between the basic tourism resources of certain destinations and the conditions dominating the main generating markets. This enables an identification of the current market position of any destination and an estimate as to whether there is a need for its market repositioning. Therefore, the proposed model may serve as a useful research instrument for destination marketing and management for experts in the tourism industry.