The central role of destination image in tourist competitiveness
The central role of destination image in tourist competitiveness

Summary/Abstract: Already-existing models of tourist destination competitiveness rootedin the resource-based view theory often omit competition within the sector,which was presented in the model of five competitive forces by Porter. This limitstheir explanatory value. It is not the aim of the paper to neglect their outcomes,which have been confirmed in numerous further publications. However, thepaper aims to expand dominant views and incorporate the outcome of industrialorganisation (IO). Tourist destination superiority is reflected in visitors’ choices.These decisions result from the perceived value that visitors expect from consuming tourism products of particular destinations. As a result, the destinationimage can be indicated as the central element of the destination competitivenessestablishing process. The paper aims to propose a theoretical model of relationswhich leads to establishing a particular level of a destination’s competitiveness.The paper is based on already published relations and rules that have been creatively incorporated into a new form of the destination competitiveness model.The model is expected to have an informative and explanatory value, which helpsto understand the processes leading to establishing destination competitiveness.The model was not empirically tested as it does not offer new relations, instead,it combines relations that have been proven in contemporary literature.

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