UNDERSTANDING THE COMPETITIVENESS OF A CYCLING TOURISM DESTINATION FROM STAKEHOLDERS' PERSPECTIVE: AN EXPLORATORY STUDY FROM MALLORCA, SPAIN

Cycling tourism is constantly growing around the world. The increase in demand has been accompanied by a growth in supply, causing greater competition between destinations. Although it is well studied that competitiveness is important for a tourism destination to obtain a favourable position in the world tourism market and sustain a competitive advantage, few studies have analysed the competitiveness of cycling tourism destinations. This research conducts exploratory study of how destination stakeholders understand cycling tourism destination competitiveness. The purpose is to identify and explain what factors make a cycling tourism destination more competitive and what can be done to achieve a competitive advantage.