觀光旅遊產業已成為全球各國積極發展的服務產業，瞭解自身國家在區域及全球觀光旅遊市場的競爭定位及影響其競爭力的決定要素，對於觀光旅遊產業長期發展及尋求更大的市場佔有率益形重要。本研究旨在提出一觀光目的地競爭力模型，整合觀光資源、支援性資源、觀光接待能力、觀光政策與管理、在地生活條件五大構面對目的地競爭力的解釋及預測關係，以亞太地區國家進行實證研究。
研究結果顯示：觀光資源、觀光接待能力、觀光政策與管理、在地生活條件對觀光目的地競爭力具有正向顯著影響，顯示亞太地國家提升目的地競爭力策略可著重此四大構面的投資與強化，其中以在地生活條件的影響效果最大，其次為觀光接待能力。PLS-SEM分析觀光目的地競爭力得分顯示，亞太地區前五名國家分別為香港、新加坡、馬來西亞、泰國、澳洲，而尼泊爾、巴基斯坦、孟加拉則為表現最弱的國家。本研究考量國家特性對實證模型的影響，依國家所得分為中高及中低群組進行群組分析，發現不同經濟發展階段國家其影響目的地競爭力決定因素有所差異，國家所得程度在支援性資源與目的地競爭力關係間具有顯著調節效果。本研究提出研究意涵與建議，可茲國家觀光部門研擬競爭策略及後續研究之參考。
Travel & Tourism industry has been the critical service sector for developed and developing countries. Understanding the competitive position and the determinant factors of destination competitiveness in regional or global tourism market are increasingly important, especially as countries strive for long-term development and a greater market share. The study aims to propose a tourism destination competitiveness model and empirically tests the predictive relationships between the destination competitiveness and its determinants in Asia Pacific countries.
Results indicate that tourism resources, reception ability, destination policy and management, and local living condition have positive, direct impact on destination competitiveness. The local living condition is the most influential factor, while reception ability ranks the second. The finding suggests that the strategies of improving competitiveness should enhance and invest in those four factors. PLS-SEM was also used to calculate the overall destination competitiveness score for each country. Hong Kong, Singapore, Malaysia, Thailand and Australia achieved the top five, whereas Nepal, Pakistan and Bangladesh achieved the lowest ranking. The study takes into account the stage of economic development; the impacts of five determinants are different across high-income and low-income country group. The relationship between supporting resources and destination competitiveness is moderated by the income level. The study presents important implications which can help destination managers to explore the competitive strategies more efficiently and provides recommandations for future research.
