The factors that contribute to Da Nang's competitiveness as a tourism destination in Vietnam

Tourism is one of the fastest-growing industries in the world. However, after the Covid-19 pandemic, this industry has been severely affected worldwide. To recover the tourism sector and attract tourists back to destinations, it is important to consider whether a destination has any notable competitive advantages compared to others. The opinions and perspectives of tourists in evaluating the attractiveness of a destination are crucial because they directly influence their decision to visit that destination. However, currently, the number of studies based on the demand-side perspective is relatively scarce compared to the supply-side perspective. Therefore, the purpose of this research is to examine the impact of resources and capabilities in enhancing the destination competitiveness of Da Nang City from the tourists’ perspective. The research conducted a survey of 415 domestic tourists visiting Da Nang City through an online survey on social networks, namely Facebook and Instagram. The research provides an in-depth understanding of specific factors and their influence on the destination competitiveness of Da Nang City. These findings will be valuable for marketing strategies and destination management to enhance the competitiveness of Da Nang City as a tourist destination.