Factors Influencing Competitive Advantage to Enhance Guangxi Province's Tourism Industry

Manyuan Li; Buraporn  Kumboon; Suchart  Prakthayanon; Sirachaya  Karawek

doi:10.60027/iarj.2025.288009

Authors

Manyuan Li Faculty of Business Administration, Bangkokthonburi University, Thailand https://orcid.org/0009-0001-6808-1447
Buraporn Kumboon Faculty of Business Administration, Bangkokthonburi University, Thailand https://orcid.org/0009-0009-3425-8134
Suchart Prakthayanon Faculty of Business Administration, Bangkokthonburi University, Thailand https://orcid.org/0009-0003-4859-4119
Sirachaya Karawek Faculty of Business Administration, Bangkokthonburi University, Thailand https://orcid.org/0009-0005-4428-9189

DOI:

https://doi.org/10.60027/iarj.2025.288009

Keywords:

Guangxi Province, Tourism Industry, Competitive Advantage, Brand Development

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.

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