Analyzing destination competitiveness through social media

• The ever-increasing influence of social media and online review platforms has made the factors that influence a tourist destination’s competitiveness more transparent. In this context, tourism authorities now have at their disposal an innovative model for assessing competitiveness, developed by researchers from the University of Hong Kong and Griffith University.
  

The dynamics of destination competitiveness

According to the study, the competitiveness of a destination is defined as its ability to attract and satisfy visitors compared to other destinations. Understanding the dynamic changes in the tourist experience is crucial, as positive experiences can be leveraged for effective marketing and enhancing visitor loyalty.

Traditional models often fail to capture these changes, as they are based on static ratings. However, the rise of big data now allows destinations to analyze tourist preferences in real-time and adjust management strategies according to their changing needs.

Competitiveness Analysis Through Social Media

The researchers analyzed data from posts by Chinese tourists in Hong Kong, aiming to shift the focus from external factors to subjective experiences. To this end, the McKinsey matrix, which assesses the market attractiveness and comparative strength of a destination, was adopted.

The analysis focused on seven key categories that influence the tourist experience: gastronomy, shopping, attractions, accommodation, transportation, culture & arts, and border issues. This matrix revealed dynamic changes in the competitiveness of these parameters between 2018-2023.

Key findings and improvement strategies

Sightseeing, culture, and art emerged as the most competitive categories, while accommodation was seen as an area requiring improvement. In contrast, shopping and dining showed instability, as tourists expressed dissatisfaction with the age of dining facilities and restrictive policies. At the same time, the attractiveness of shopping in Hong Kong decreased due to outdated payment systems and inadequate service.

The researchers emphasize that constantly adapting to changing tourist preferences is critical to maintaining competitiveness. For example, the Hong Kong government could prioritize improving restaurants and facilitating shopping through electronic payments.

Applying the model to other destinations

Although the research focused on Hong Kong, this model can be applied to other tourism destinations to understand their competitiveness. By using advanced data analysis tools, tourism authorities can make informed decisions to improve the tourism experience and attract more visitors.

This study marks a new chapter in tourism management, offering a dynamic assessment framework that allows destinations to continuously adapt to the evolving needs of tourists.

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