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As a result of ever-intensifying competition, destination managers are increasingly in need of comparative information in order to identify their relative product strengths and weaknesses, a critical step in formulating appropriate competitive actions. It is highly likely that tourism destinations failing to pay attention to the performance delivered by their competitors, not knowing their own potential shortcomings in service delivery, and overlooking the improvement of tourist experience and satisfaction stand to lose their market share. Focusing on Turkish tourism, this study aimed to provide destination managers with exploratory insights into what tourists regarded as the components of a satisfying holiday experience and how tourists perceived the destination performance relative to other destinations. A modified …