| Summary: | Competitiveness is an important matter receiving increasing attention by the tourism industry.
There is an intense focus on destination competitiveness and it became evident that smaller
tourism products are mostly excluded. The main aim of this study was therefore to develop a
competitiveness model for tourism products.
Five research objectives were derived from the main aim of the research. The first objective was
to analyse various research methodologies and structures. Secondly, positioning and travel
decision-making and the role thereof in competitiveness were analysed. The third objective was
to analyse the key components of competitiveness. Fourthly, to interpret the results from the
empirical research enabling the identification of key components of the competitiveness model
for tourism products_ The fifth objective was to draw conclusions and lastly recommendations
were made.
In order to achieve this goal, a literature study was firstly necessary to identify key components
of competitiveness in general and to develop the questionnaire. The key words included
competitiveness, competitiveness model, tourism industry, competitor and competitor analysis.
After the literature study, the empirical research was done by means of a questionnaire_ After
pilot testing the questionnaire, the research was conducted amongst tourists visiting Klein Kariba
Holiday Resort. With the application of this process 372 useable questionnaires were
received. The results of the questionnaires were statistically processed and utilised in
designing the competitiveness model.
The study indicated that even with smaller tourism products, effective positioning is critical in
order to be competitive. Through travel decision-making the most important variables or
attributes of positioning are identified and are therefore crucial to understand as these variables
or attributes lead to purchase behaviour and have a direct influence on competitiveness. The
study also indicated that competitiveness refers to those forces, indicators and success factors
that contribute to each tourism product's own uniqueness, allowing the identification of the
relative strengths and weaknesses. A valuable contribution was therefore made in determining
the relationships between the variables in the model, which directly indicates the importance of
certain aspects in increasing competitiveness.
Based on the literature and empirical study a competitiveness model for tourism products was
developed which can aid managers and product owners in making tourism products more
competitive. === Thesis (Ph.D. (Tourism))--North-West University, Potchefstroom Campus, 2009.
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