Research On Evaluation Of The Competitiveness Of Coastal Tourism Destination

In recent years, the development of coastal tourism is highly valued on thenational strategic level, learning from the successful experience of foreign coastaltourism development, and enhancing the competitiveness of China’s coastal tourismdestinations is very imperative. This studyfocuses on the evaluation of coastaltourism destination competitiveness.Evaluation model and index systems are builtform the aspect of both potential competitiveness and revealed competitiveness. Thepotential competitiveness of the destination can be reflected by the perceive ofresource and environment, destination management level or so on, while the revealedcompetitiveness means the performance and scale of tourism industry. Here we takeMajorcaIsland in Spain as a case study. First-hand data is collectedby doing a surveywith questionnaire into the tourism stakeholders (not tourists), and secondary data iscollected by ATB and its official website.A respective analysis ofMajorca’s potentialcompetitiveness and revealed competitiveness is done by those data.This paper usesthe factor analysis method to verify and adjust the evaluationindex system, result shows that the potential competitiveness is influenced by sevenfactors, they are destination marketing management, natural and social environment,transport and guide information, sustainable development, culture and heritage,entertainment and shopping, catering and accommodation. Among them thedestination marketing management is the key element. While the revealedcompetitiveness includes two elements: tourism scale and tourism economic benefit.According to the results of the empirical analysis ofMajorca Island, both itspotential competitiveness and revealed competitiveness is relatively high, whichmeans Majorca is quite comparative.In general Majorca owns a relativelystrongcompetitiveness.This study will summarizeand elaborate the successes ofMajorca’s tourism development and management which helps Majorca achieve itscompetitiveness, thus to provide reference for enhancingdomestic coastal tourismdestination competitiveness.