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Segment-Centric Geo-Competitive Environment of a Tourism Destination (A Case of Georgia)
Ioseb Khelashvili
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DOI:10.17265/2328-2169/2023.01.002
Ivane Javakhishvili Tbilisi State University, Tbilisi, Georgia
This work aims to introduce a conceptual approach to determining the competitive environment for a particular tourist destination by considering popular outbound destinations of its leading segments. This approach we name as a concept of a segment-centered geo-competitive environment of a tourism destination (SGE-TD). The applied methodology includes consideration of the popularity of tourist destinations for each selected segment and the indicators of leading segments of the studied destination. The practical application of the proposed concept is examined in the case of Georgia as a tourist destination by selecting its leading segments and identifying their popular travel destinations. The integrated consideration and application of the mentioned indicators define the competitive position of a destination (in this case Georgia) among the specified tourism destinations, considered as the geo-competitive environment. This research suggests an innovative version of the universal conceptual approach to identify the leading competing destinations for a specific studied one. It fills the gap in similar studies where competing destinations for the analysis are selected based on specific research objectives, missing the universal conceptual approach in this regard.
tourism destination, segment, competitive environment, Georgia, segment-centric geo-competitive environment (SGE-TD)
Journal of Tourism and Hospitality Management, Jan.-Feb. 2023, Vol. 11, No. 1, 19-30, doi: 10.17265/2328-2169/2023.01.002.
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