AN EXAMINATION OF SARIKAMIS DESTINATION COMPETITIVENESS FROM THE LUGE ATHLETES' PERSPECTIVE: THE RELATIONSHIP BETWEEN TOURISM EXPERIENCE AND PERCEIVED DESTINATION COMPETITIVENESS

The purpose of this research is to examine the competitiveness of Sarikamis destination from the perspectives of the licensed luge athletes participating in 2019 Interclub Natural Luge Turkey Championship competition. The research also intends to reveal the relationship between perceived destination competitiveness and tourism experience. Two research questions were addressed in this research. The first question was to examine to what extent the competitiveness of Sarikamis destination from the luge athletes' perspective. The second question was to reveal the relationship between the tourism experience and perceived destination competitiveness. The Luge athletes have the opportunity to get experience in a wide range of ski centers at national or international area. Therefore, the perspectives of experienced athletes are important in determining the competitive advantage elements of Sarikamis destination. The data collection of this research is the questionnaire conducted with the luge athletes participating in the competition (n=191). The results indicated Sarikamis destination competitiveness from the luge athletes' perspective that the highest three mean scores were "The destination's overall favorable image in the world community, "The destination's commitment to promoting a positive image" and this was following: "The destination's commitment to providing a safe and secure environment. The research also revealed that the luge athletes' perception of destination competitiveness and tourism experience in the destination do positively relate to each other. The research provided managerial implications to Sarikamis destination managers and marketers based on the research findings. Effective image studies should be conducted in order to ensure that the Sarikamis Cibiltepe Ski Center can compete with other destinations internationally. In Sarikamis Cibiltepe Ski Center, high-quality health services should be provided against the possible injuries and accidents of the athletes.