Abstract: Based on the large-scale survey of domestic visitors to Qingdao and Dalian, by means of Importance-Performance Analysis （IPA）, this paper analyzed the influencing factors of tourism destination competitiveness in order to put forward some suggestions for the two destinations to improve their competitiveness level. The analysis showed that there were significant differences for influencing factors of destination competitiveness. In order to improve their level of competitiveness, Qingdao and Dalian should strengthen tourism enterprises’ management in human resources, service quality and marketing; let DMO play its role in destination branding; pay more attention to the development and utilization of historical resources; maintain the currentfavorable natural and social environments.

Keywords: tourism destination; tourism destination competitiveness; Importance-Performance Analysis（IPA）

摘要： 本文从旅游目的地竞争力影响因素着手，基于较大样本的问卷调查，借助重要性—绩效分析（IPA）工具，探讨青岛与大连两个旅游目的地的竞争力打造与提升问题。分析结果显示，青岛与大连的多项旅游目的地竞争力影响因素在重要性和绩效表现之间存在显著差异；为提升旅游目的地竞争力水平，应该加强旅游企业的人力资源管理、产品与服务质量管理以及营销管理，充分发挥目的地管理组织的作用，注重文化资源的开发与利用，维持现有的良好自然与社会环境。

关键词: 旅游目的地, 旅游目的地竞争力, 重要性&mdash, 绩效分析（IPA）