engleski

Perceived added value as source of competitive advantage in urban tourism destination

Marketing added value is one of the key concepts of successful differentiation in an increasingly competitive tourism market. This paper examines the impact of perceived added value as a source of differentiation on the competitive advantage of urban tourism destinations. The main goal of the paper is to determine that tourists, who perceived partial components added value towards the destinations, give advantage to that particular destination among competitors, compared to tourists who didn’t perceive the added value. Primary research among 468 tourists on a repeat visit was conducted to achieve the goal. Chi square test and binary logistic regression were employed to analyze the findings. The results indicate that the components of tourism destinations which delivered added value ensure a better position among the competitors.

perceived added value ; competitive advantage ; urban destination ; binary logistic regression

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