Competitiveness of the Moldovan Tourism Sector: Assessment and Pathways for Improvement under Regional Competition

Abstract

Tourist preferences are changing, and demand for ecotourism is growing. This trend opens up new opportunities, especially for countries with an emerging tourism sector. Moldova has the potential to occupy this niche. The Republic is distinguished by its authentic and distinctive landscapes and rich wine traditions. However, to realize this potential, it is necessary to overcome several obstacles, including high regional competition and relatively low-quality tourism services. The subject of this study is the tourism sector of the Republic of Moldova and its competitiveness. The primary methods used in this study are the indicator-based analysis, factor analysis using the Porter Diamond model, and the application of the Richie and Crouch destination competitiveness model. A comparative analysis showed that Moldova lags behind other countries from the region in most determinants of competitiveness: the quality of human capital employed in the tourism sector, the quality of transport infrastructure, and the effectiveness of marketing strategies. The structural imbalance of the tourism industry in Moldova prevents the adequate capitalization of its assets, so we propose concentrating assets on the development of the following two areas: wine and gastronomic tourism. Based on the obtained results, several proposals were developed to stimulate demand and build effective inter-industry links. To improve public administration, it is proposed to create a specialized organization for the management of tourist destinations.