MEASURING COMPETITIVENESS IN TOURISM ENTERPRISES USING INTEGRAL INDEX

The study aims to develop the methodology of measuring competitiveness in the context of tourism enterprises. The normalization method was used to construct the integral index of competitiveness which was aggregated by 13 sub indicators. In the process of obtaining sub indicators the methods of survey and face to face interviews were used. This study recommends new method of measuring competitiveness in the context of tourism enterprises uniting human resources, service quality competitiveness, market share, and profit benchmark in one integral index. This index can be used by regional tourism destination management bodies to make better decisions regarding sustainable development of tourism destination.

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