Year: 2025
Type: article
Study design: Observational Study
Abstract: Background and Aims: Tourism in Guangxi Province is growing fast, but its brand power is still weak compared to other places. This study aims to find out the main problems in Guangxi tourism, identify what factors affect its competitive advantage, and suggest ways to make it better. The research looks at how tourism cities compete not just with attractions but also with economic strength and cultural appeal. Methodology: This study used both numbers and interviews to get information. We gave surveys to 400 people working in tourism in five main areas of Guangxi (Guilin, Nanning, Liuzhou, Beihai, and other parts of the province). We also did detailed interviews with 10 experts from different tourism businesses like travel agencies, tourist sites, transport companies, hotels, souvenir shops, and restaurants. Results: The study found three main things: (1) Guangxi tourism is developing quickly but city brand strength needs improvement as competition now includes both economic power and cultural appeal; (2) Government Policy (GP) strongly affects Competitive Factors (CF) with a direct effect of 0.914, Marketing Promotion (MP) shows a strong direct effect (0.959) but lower total effect (0.407), and Competitive Advantage (CA) has both direct (0.340) and indirect effects (0.576) on CF; (3) The province needs to build a tourism ecosystem, create industry clusters, and improve brand competitiveness. Conclusion: To improve Guangxi's tourism competitive advantage, the industry should focus on building an ecosystem where different tourism businesses work together. The province should develop stronger tourism brands that show its cultural heritage and regional character. Tourist attractions need better skills in using social media and new marketing methods to attract more visitors and compete with other destinations.
Institution: Bangkokthonburi University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412675124