Evaluating the Attractiveness and Competitiveness of a Tourist Destinations (Atd) Balkan Mountain Centers

Abstract

Model for evaluating the attractiveness and competitiveness of a tourist destinations (ATD) is developed and applied to six competitive mountain destinations in the Balkans, which have not been the subject of similar research. Authors proposed a 15 indicators of ATD model, and classified them into two basic value groups: tourist and functional values. The model is based on survey research with focus on respondents -tourists, who are familiar with all destinations that are the subject of the survey. This study, in addition to the scientific contribution reflected in the presented indicators for assessing the attractiveness of mountain tourist destinations and the developed ATD model, also has a practical contribution. It is seen in the results, which should clearly indicate the attractiveness of the destination, their mutual competitiveness, as well as the segments to which the tourist destinations management should focus in the future when planning and creating a tourist offer, The results indicate differences and similarities among the analyzed tourist destinations, and could help define the development strategies for the destinations, The positioning of mountain tourist destinations in the same field of tourist attraction on the ATD Matrix, indicates that these destinations are competitive.