Competitiveness Analysis of Thermal Health Tourism Sector in Phrygia Thermal Tourism Development Region

Purpose: In this research, it is aimed to analyse the situation of Afyonkarahisar, Kütahya, Uşak, Eskişehir and Ankara provinces, which are defined as Phrygian Thermal Tourism Region, based on Porter's diamond model, regarding the factors affecting their competitiveness. Methods: In line with this purpose, survey application, one of the quantitative research methods, was used. With the online questionnaires, 420 questionnaire forms were reached. The data were analysed with SPSS 25 and AMOS 26 programs. Results: Four factors, one main element and five dimensions affecting competitiveness were identified. These are listed as firm strategy and structure, the role and influence of the government, factor conditions, demand conditions and related and supporting industries. It was analysed whether there is a difference between competition factors according to demographic characteristics. Significant differences were found in the perceptions of competition factors according to education level and residence status, although not in all dimensions. The participants were asked to rank the provinces of the region according to their thermal tourism potential. In this regard and in all dimensions, Afyonkarahisar was perceived to be in the best condition and had the highest scores. Conclusion: The provinces with the highest level of competitiveness in the Phrygian thermal tourism development region are Afyonkarahisar, Ankara, Kütahya, Uşak and Eskişehir, respectively.