Unlocking the secrets of destination competitiveness: a new tool to measure tourist satisfaction at the destination level

Purpose This study examines tourist satisfaction as a key factor in enhancing the overall tourist experience and the competitiveness of destinations. Satisfied tourists are more likely to increase their spending, revisit the destination and share positive experiences online, thereby reinforcing a destination reputation and attractiveness. Design/methodology/approach To measure tourist satisfaction comprehensively, the study adopts the six “As” theoretical model that includes access, attractions, accommodation, amenities, ancillary services and assemblage. A self-administered questionnaire was developed based on this framework and distributed to a convenience sample of 1,468 respondents. The validity, reliability and dimensional structure of the items were evaluated. Global satisfaction was then measured through a theory-based aggregation of indicators and analysed in relation to tourists’ sociodemographic characteristics. Findings The findings confirm that the six “As” model effectively captures multiple dimensions of tourist satisfaction. Results indicate significant variations in satisfaction levels across different sociodemographic groups, providing valuable insights into tourists’ expectations and experiences. This enables destination managers to identify specific strengths and weaknesses within the tourism offering. Research limitations/implications The research is made on a single destination, and it would be very useful to extend it to other both domestic and international destinations with similar strategic positioning. However, it proposes an experience-based approach during the experience, and this makes results extremely true and authentic and therefore very useful for decision-makers as well. The paper therefore represents an advance in experience-based marketing and management, since it is not just concentrated on the consumer side or on the company side: it is based on an overlapping approach that considers the whole tourist ecosystem at a destination level. Practical implications The offers a very interesting and challenging perspective for decision makers in starting or developing co-projecting initiatives with customers in order to optimize and valorise the lived experiences in the destination. Social implications The experience-based suggested approach, based on the 6 As’ model, is a clear example of involvement of local stakeholders and consumers, with interesting implications for citizens as well. This opens a new horizon also for further research. Originality/value This paper contributes to tourism research by proposing a holistic, theory-driven model for measuring tourist satisfaction that connects individual experiences with the broader destination ecosystem. Unlike traditional approaches, this model encourages continuous, data-informed improvement and fosters a more interactive relationship between tourists and destination stakeholders.