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Competitiveness of Slovenia as a Tourist Destination.doc

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Competitiveness of Slovenia as a Tourist Destination

CompetitivenessofSlovenia asaTouristDestination DorisGomezeljOmerzel Inanincreasinglysaturatedmarketthefundamentaltaskforthedesti- nationmanagement,isunderstandinghowtourismdestinationcom- petitiveness can be enhanced and sustained. Competitiveness of a touristdestinationisanimportantfactorthatpositivelyin?uencesthe growthofthemarketshare.Thereforetourismmanagershavetoiden- tifyandexplorecompetitiveadvantagesandanalysetheactualcom- petitiveposition.Thereexistdi?erentapproachesthatmodelthecom- petitiveness(RitchieandCrouch1993;EvansandJohnson1995 ;Hassan 2000;Kozak2001;DeKeyserandVanhove1994;Dwyer,LivaicandMel- lor2003).Amongallwefollowtheframework(Dwyer,LivaicandMel- lor2003),whichwasdevelopedinacollaborativee?ortbyresearchers inKoreaandAustraliaandpresentedinSydneyin2001,andconductan empiricalanalysisonSloveniaasatouristdestination.Theaimofthis paperistopresentthemodelofdestinationcompetitiveness.Thepaper presentstheresultsofasurvey,basedonindicatorsassociatedwiththe model,todeterminethecompetitivenessofSloveniaasatouristdesti- nation. KeyWords:touristdestination,competitiveness,competitiveness indicators,tourismstakeholders,addedvalue jelClassi?cation:m31,m39 Introduction We have entered the 21st century and realised that many new oppor- tunities await us in the tourism industry. The advent of globalisation hascoincidedwithaboominthetourismsectorandthishaspresented manynewchallenges.Freemovementofcapitalandtraderulesarethe real forces behind globalisation. In the context of tourism, globalisa- tionmeansdramaticincreasesinthenumberofdestinationsandalsoin distancesamongthem.Internationaltourismconditionshavechanged drasticallyandithasbecomenecessarytoaddressthesechallengesinor- dertoremaincompetitiveinthetourismmarket.Developmentofnew tourismproductsanddestinationsisoneofthemanifestations ofthe tourismsectorshifttowardsincreasedproductivity(Fadeeva2003). DorisGomezeljOmerzelisaLecturerattheFacultyofManagement Koper,UniversityofPrimorska,Slovenia. ManagingGloba