Competitiveness of tourism destination: A case study of Phu Loc district – Thua Thien Hue

During the last decade, destination competitiveness has drawn keen interest from researchers and practitioners as response to the increasing need for enhancing competitiveness of destinations in global tourism market. Using the destination competitiveness model developed by Ritchie & Crouch (2003), Crouch (2011), and questionnaire survey with tourism stakeholders (supply side), this study aims to analyse the competitiveness attributes of Phu Loc destination, Thua Thien Hue province. The results show that competitiveness of Phu Loc is mainly built up by well-endowed natural resources, and its competitors were mainly the mid-Central region’s destinations. However, Phu Loc was ranked as a less competitive destination in comparison with other three main regional destinations, namely Hoi An, Ba Na and Da Nang. In order to enhance competitiveness of Phu Loc destination, efforts should be made for tourism product development and marketing. Equally important, regional collaboration efforts in destination management should be made to enhance attractiveness and competitiveness of regional destinations as a whole