The competitiveness index of tourist destinations is essential for attracting visitorsand adequately addressing their needs. Given that competitiveness is influenced by numerousfactors, it is essential to create a scale for assessing these factors. This study developed ascale to evaluate factors affecting competitiveness in Hoi An city, Quang Nam province, anotable tourist destination recognized for the World Cultural Heritage site of Hoi An ancienttown. The research employed descriptive statistics, utilizing Mean and Standard Deviationto develop a scale comprising seven-factor categories and 64 rating criteria. The preliminaryresults indicate that visitors largely concur with most groupings of elements affecting HoiAn's competitiveness
however, several issues related to infrastructure and connectivityrequire attention in the destination's tourism development.The competitiveness index of tourist destinations is essential for attracting visitorsand adequately addressing their needs. Given that competitiveness is influenced by numerousfactors, it is essential to create a scale for assessing these factors. This study developed ascale to evaluate factors affecting competitiveness in Hoi An city, Quang Nam province, anotable tourist destination recognized for the World Cultural Heritage site of Hoi An ancienttown. The research employed descriptive statistics, utilizing Mean and Standard Deviationto develop a scale comprising seven-factor categories and 64 rating criteria. The preliminaryresults indicate that visitors largely concur with most groupings of elements affecting HoiAn's competitiveness
however, several issues related to infrastructure and connectivityrequire attention in the destination's tourism development.