Integrated Model of Destination Competitiveness

The aim of this paper is to determine the weakest point of Serbian destination competitiveness as a tourist destination in comparation with its main competitors. The paper is organised as follows. The short introduction of the previous research on the destination competitiveness is followed by description of the Integrated model of destination competitiveness (Dwyer et al, 2003) that was used as the main reference framework. Section three is devoted to the description of the previous studies on competitiveness of Serbian tourism, while section four outlines the statistical methodology employed in this study and presents and interprets the empirical results. The results showed that Serbia is more competitive in its natural, cultural and created resources than in destination management while, according to the Integrated model, Serbia is less competitive in demand conditions that refer to the image and awareness of the destination itself.