| Abstract: | Tourism destination comprises a highly competitive and complex market. This paper integrates the principal factors of destination competitiveness into the Aggregated Model. Using the Analytic Hierarchy Process, it examines the impact of stakeholders' activities on the principal factors and related sub-factors. It identifies the factors which can be considerably influenced by stakeholders' activities and thus have the potential to become the leverage points of destination competitiveness. However, destination competitiveness is a multi-dimensional concept covering complex relations among the factors of competitiveness. The study exposes such relations by developing a systemic model. It identifies three leverage points that influence the highest number of interrelations in the model. Destination managers can use these points to improve destination competitiveness and its dynamics by focusing cooperation activities with local stakeholders on gathering data and conducting research, undertaking marketing activities, and creating the destination image. |
