Competitiveness in mass tourism

Abstract

This paper offers an indepth analysis of a second-generation destination specializing in sun and sand mass tourism: Benidorm, Spain. Contrary to the view of many researchers, it is argued that such destinations need not inevitably decline and can in fact continue to be competitive. The persistence of this sun and sand mass tourism model is shown empirically through an analysis of its evolution and competitive situation. The paper offers suggestions about the strategies Benidorm hotels should adopt if they wish to maintain and improve competitiveness at this destination.