Document Type : Research Paper
Authors
1 university of tehran
2 Sports Management, University of Tehran
Abstract
In the highly competitive sports tourism market, understanding the competitive positioning of destinations is essential for managers. This study aimed to identify competitive factors and assess the competitiveness of the Mesr Desert as a desert sports tourism destination compared to its direct competitor, the Maranjab Desert. Employing a mixed-method approach, the research consisted of two phases: qualitative and quantitative. The qualitative phase utilized the fuzzy Delphi technique, while the quantitative phase employed the competitive performance importance matrix to delineate competitive positioning.
Findings revealed that factors influencing the competitiveness of the Mesr Desert were identified across six dimensions and nineteen factors. The competitive performance importance matrix results indicated that the Mesr Desert held a sustainable competitive advantage in three areas: destination marketing and advertising, environmental sustainability, and destination reputation. However, in other characteristics, there was a significant need for improvement and urgent action.
The conclusion emphasized that the identified nineteen factors played a critical role in the competitiveness of desert-based sports tourism destinations. Additionally, the insights from the competitive performance importance matrix provided essential information for managers of the Mesr Desert, serving as a strategic guide for decision-making regarding the development of desert sports and enhancement of the destination’s competitive capabilities.
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