COMPETITIVENESS OF TOURIST ENTERPRISES: A CASE STUDY IN THUA THIEN HUE PROVINCE

Strong competitiveness is the issue about death or alive of any businesses in the current economy market, including businesses in the tourism industry. On the basis survey of 409 tourism firm's managers from January 2018 to April 2018, this study analyzed the data by Explorary Factor Analysis (EFA) and multivariate regression. The results confirmed 8 factors (product/service quality, competitive prices, marketing, development technology, brand, human resources, destination environment and support of government), that affected to the competitiveness of tourism businesses at Thua Thien- Hue province, Vietnam. In there, Human resources, Marketing, and Destination environment had the strongest impact. Different from some other studies, information technology and the support of the government had the impact on the competitiveness of tourism firms in Vietnam. Based on these results, some solutions are also considered.