An Innovative Approach to Measuring the Tourism Competitiveness of Bosnia and Herzegovina Using the Integrated (Dwyer & Kim) Model

Competitiveness is a generally accepted concept that emerges in all social and economic spheres, so understanding competitiveness in the sphere of tourism is also essential for destinations to attract a significantly larger number of tourists and increase tourism expenditure. The aim of the research in this paper is related to the verification of the applicability of the Integrated Competitiveness Model, which was created by Larry Dwyer & Lee Kim. In order to demonstrate the applicability of the Integrated Competitiveness Model using the example of Bosnia and Herzegovina, the paper established a clear methodological framework based on a questionnaire as the main research instrument, which was interpreted by applying a Likert scale, and the responses were analyzed using measures of descriptive statistics. The statistical processing of the collected responses indicates the successful applicability of the Integrated Model, according to which Bosnia and Herzegovina is a moderately competitive destination. A particular significance of the model is its precise suggestion of the multidimensionality and interdependence of competitiveness determinants, highlighting those that need improvement. The research, which utilized an innovative approach through a survey questionnaire, achieved representativeness through careful sample selection, encompassing not only tourists but also representatives of the tourism industry, resulting in original conclusions.