Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose: This research study seeks to investigate the determinants of tourism destination brands competitiveness in order to develop a structural model to establish relationship between explored determinants and competitiveness of tourism destination brands exist in Uttar Pradesh, India.

Design/Methodology/Approach: This study referred Ritchie and Crouch’s model of tourism destination competitiveness. A structural model has been developed by using 21 variables of this model. Exploratory factor analysis followed by structural equation modeling along with Cronbach’s alpha as the reliability coefficient and various measures of model validity have been employed with the help of IBM SPSS (var. 21.0) and AMOS. . This study used a sample of 286 foreigner tourists who were visiting to tourism destinations of Mathura and Ayodhya, between 1st July to 20th August, 2019.

Findings: The results of the exploratory factor analysis resulted into the reduction of variables into selective number of factors. The reliability of each factor composition was confirmed by using Cronbach’s alpha. The structural model has been developed by using the factors obtained from exploratory factor analysis and it is represented by using path diagram of model. CMIN measure and baseline comparison measures validate the structural model.

Research Limitations/Implications: Further research is required to confirm the application of model developed in this research in order to provide worthy information to improve competitive advantage of each of the tourism destination exist across Uttar Pradesh. A multiple regression based model can also be developed to show the relative contribution of the determinants (factors) of the tourism destination brand competitiveness.

Originality Value: The value of this research study is that it contributes to the literature review and it shall provide key insights about what determine the competitiveness of tourism destination brands and these insights can be used to promote the tourism destination as a brand.

Keywords

Tourism Destination Branding, Structural Equation Model, Destination Competitiveness, Tourism Marketing.

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