The pandemic changed the strategic business approach of tourist destinations on a global scale. Given this new scenario, there is a need to implement sustainability strategies that are aligned with economic, social, and environmental aspects to continue competing in the international tourism market. Therefore, identifying these strategies, specific to each destination, is a key variable for tourism competitiveness. To help destination managers, this paper aims to measure tourism competitiveness in terms of sustainability. Using the Rasch model, the analysis confirms that the Sustainable Development Goals (SDGs) represent and, thus, measure tourism competitiveness. In addition, the results obtained show that the countries with the highest socioeconomic development are the most competitive tourist destinations, and the most relevant SDGs for tourism competitiveness are related to prosperity and social guarantees.

This study applies the Rasch model to the preferences of Canary managers in their responsibilities to implement technological adaptation and modernisation. In general, managers demonstrate conservative attitudes in their adaptive processes, accompanied by distrust of external advice and support, in contrast to ideas and opinions generated from within their organisations. Furthermore, this study highlights the need for adequacy of their strategic culture.