Examining the role of attractions in influencing destination attractiveness.

Abstract

This thesis examines the role of attractions in shaping destination attractiveness. Tourism has long been viewed as a driver of economic growth and jobs creation, and destinations compete to attract tourists for the positive benefits they bring. Understanding what attracts tourists is central to the success of this, encapsulated in the concept of destination attractiveness. In essence, destination attractiveness is about how visitors, potential or actual, evaluate a destination in terms of meeting their needs. It focusses on the appeal of the different resources at the destination, providing insight on what destination elements are important to visitors. It would appear self-evident that attractions, by their very nature, attract tourists, and previous research does highlight the importance of attractions. However, there is a need for a better understanding of the role they play in influencing destination attractiveness. This research adopted a qualitative approach to provide a deeper insight into the influence of attractions on destination attractiveness. Narrative based interviews were conducted with seventeen participants who recounted their holiday experiences, and subsequent thematic analysis identified a number of relevant themes. Prior to the trip, findings show that the importance of attractions varied when choosing the destination, from providing the initial inspiration for the trip, adding to the general appeal of the place, influencing the final choice when selecting between destinations, to being overlooked at the time of booking. The role of attractions prior to the trip was also evident when participants researched and planned what to do when there. Finally, whilst at the destination, the role of attractions again varied, providing a sense of change, the chance for discovery, and the opportunity to pursue desires. This research builds on existing knowledge, and presents a conceptual framework to illustrate the nuanced role of attractions prior to the visit and at the destination itself. Further, it proposes a novel approach to categorising attractions, based upon the concept of curiosity, and expands upon existing approaches to conceptualising attractions as an ‘assortment’. Implications for destination managers and future research are provided, supporting the need for further in-depth research into the tourist perspective on what makes a destination attractive.