ADAPTED INTEGRATED MODEL OF DESTINATION COMPETITIVENESS

The improvement of competitive position is one of the fundamental preconditions for tourism destination’s survival on the market. Accordingly, long-term tourism development in the destination refers, among other things, to the establishment of a continuous tourism destination competitiveness measurement process, based on the permanent monitoring of competitiveness indicators. This paper proposes the adapted integrated model of destination competitiveness, using the example of Serbia as a tourism destination. Basically, the proposed model is based on Dwyer’s and Kim’s model, previously tested on several tourism destinations (Australia, Korea, Slovenia, and Serbia). The paper presents a theoretical basis for the application of the proposed model. The proposal includes additional indicators to measure competitiveness and two groups of stakeholders that are to be surveyed in order to perform the assessment of competitiveness: tourism demand - tourists and foreign tour operators.