FACTORS AFFECTING DESTINATION COMPETITIVENESS IN HOI AN CITY, QUANG NAM PROVINCE

Enhancing destination competitiveness is a critical long-term strategy for sustainable tourism development. This study evaluates the factors influencing the competitiveness of tourist destinations in Hoi An City, Quang Nam Province, which is known for its rich and attractive tourism resources. The study employs the Exploratory Factor Analysis (EFA) model, analyzing 7 groups of factors and 64 associated criteria: (1) Core resources and attractions, (2) Tourism services, (3) Tourism infrastructure, (4) Supporting and conditioning factors, (5) Policies, planning, and tourism development, (6) Destination management, and (7) Demand. Data were collected through surveys and interviews with 320 visitors to Hoi An, revealing varying impacts across factors, with the highest factor loading recorded at 0.788. The study offers policy recommendations for authorities, managers, and communities to enhance Hoi An’s tourism competitiveness.