The main objective of this study was to propose a structural model to measure attributes of a tourism destination competitiveness. Although many destination measurement models have been developed by tourism researchers, there is not a scale that fits all destinations as well as their differences or lack of consistency. In addition, due to the diversity and abundance of destinations, a model applied at a tourist destination can not promise an appropriate outcome when applied it to another tourist destination. This article is intended to provide an appropriate conceptual framework related to the tourism destination measurement indicators before the actual survey is conducted. The structural model for measuring destination competitiveness of Mũi Né –Bình Thuận tourism destination was developed by inheriting documents on theoretical models and empirical studies. This is the case study applied to the Mũi Né-Bình Thuận, Việt Nam tourismdestination.

Keywords : Competitiveness Capacity, Travel Destination, Model of Competitive Capacity Structure, Mui Ne.