Urban tourist motivations: why visit Ljubljana?

Abstract

Purpose The purpose of this paper is to develop a new perspective on urban tourist motivations by applying the analytic hierarchy process (AHP) model to help to understand how tourists make decisions about which destinations to visit. Design/methodology/approach This study was based on 30 one-hour-long structured interviews with visitors to Ljubljana, the capital city of Slovenia. Respondents were asked to express their preferences between different pull-factor motives for their visit, using Saaty’s scale, and further qualitative data were collected to examine these preferences in more depth. Findings The results of this study indicate that the most relevant criteria and thus predominant factors in motivation for visits to Ljubljana are the Cultural and Nightlife pull factors, while religious and business motives are the lowest ranked factors. The paper argues that the results show the value of applying the AHP model to understand the role of pull factors in urban tourism destination choice. Research limitations/implications As a single-destination case study, it is important that the findings of this research are evaluated against similar studies in other cities. A limitation of this research is the fact that sub motives within major groups of pull-factor motives have not been explored in this study and this should be the subject of future, more detailed research. Originality/value This research shows the value of applying an under-used methodology to understand urban tourist motivations and knowledge gained through applying this method will be of value to destination marketing organisations as well as to researchers conducting future studies.