MEASURING THE TOURISM DESTINATION COMPETITIVENESS OF DA LAT: AN INTEGRATED SUPPLY-DEMAND APPROACH WITH THE SEM STRUCTURAL MODEL

Abstract

Abstract. This paper aims to provide a multidimensional assessment of the tourism destination competitiveness of Da Lat using an integrated supply–demand perspective, addressing gaps in measurement and perceptual disparities in the context of digital transformation and sustainable development. The study adopts a sequential exploratory mixed-methods design: expert focus groups, a Delphi study, quantitative surveys of two groups (340 stakeholders; 360 tourists), and in-depth interviews; it develops a 12-factor measurement scale, validated using Cronbach’s Alpha, EFA, CFA, and a second-order SEM model, combined with supply–demand zoning based on Novais’s framework (2020) to identify strategic priorities. Results show good model fit (CMIN/DF=2.183; CFI=0.906; TLI=0.902; RMSEA=0.041); the strongest pillars influencing destination competitiveness include Security and Safety (β=0.736), Public Facilities (β=0.595), Uniqueness (β=0.547), Natural Resources (β=0.536), and Demand Factors (β=0.489), while the weak links requiring priority improvements are Tourism Products and Services (β=0.103), Environmental Sustainability (β=0.119), Infrastructure (β=0.178), and Destination Management (β=0.188). The six-zone segmentation clarifies perceptual differences between supply and demand and provides a basis for actionable managerial implications to sustain strong pillars, upgrade weak links, and narrow perception gaps to enhance destination competitiveness sustainably.