Coopetition of European Union Countries within Destination Management

Coopetition has been the issue of various studies in different fields, but there is a research gap in examining coopetition within the tourism sector and destination management. This paper aims to determine whether there are internally homogeneous and externally heterogeneous groups of European Union countries regarding indicators of natural and cultural resources of the Travel and Tourism Competitiveness Index (TTCI), and thus subsequently identify the importance and possibilities of competition among countries within the tourism sector. Multidimensional scaling and cluster analysis are used to verify the research hypothesis, along with ten indicators of the fourth sub-index (Natural and Cultural Resources) of TTCI. The results of the cluster analysis led to a six-group solution. Italy, Spain, and France have the best position in terms of tourism competitiveness. The results show space for competition in the international tourism market. Even though EU countries are competitors at a global level, their cooperation could be beneficial to tourism development. The findings of this study can be helpful in planning and strategy development for tourism policymakers and destination management organizations but can also be used to develop various marketing strategies. Furthermore, cooperation between destinations will support the need for strategic flexibility in the tourism sector, as the diversity of tourism attractions will increase.