Competitiveness of Slovakia as a tourism destination. Assessing and benchmarking Slovakia to its competitors

      Аннотация: This work deals with the competitiveness of the tourist destination Slovakia. The research is narrowed to the time period from 2009 to 2015. Managing a destination is a tough task and awareness of competitive position plays a catalytic role for market segmentation and target marketing, for decision–making and finally – investments strategies of the financial recourses for the destination promotion. World Economic Forum Tourism & Travel reports provide the basis for the first part of the research, taking advantage of time series. Further, the growth–share matrices, as well as the multifactor portfolio models, are implemented, using the secondary overnights data. The research compares the benchmarks of Slovakia with its competitors: Czech Republic, Poland, Hungary, Austria and Slovenia.

Ключевые слова: Competitiveness, DMO, WEF; competitor, indices, Slovakia