Relative weight of Relative weight of tthe he aatttributes of destination tributes of destination

attractiveness:attractiveness: TThe case of he case of aa historic town historic town

Asst. Prof. Ilinka TerziyskaAsst. Prof. Ilinka Terziyska

South-West UniversitySouth-West University

BulgariaBulgaria

Aim:Aim:

Set priorities among the Set priorities among the determinants of cultural determinants of cultural destination attractivenessdestination attractiveness

MethodMethod::

Questionnaire survey among Questionnaire survey among touriststourists

MelnikMelnik Architectural Architectural

reservereserve Rich historyRich history Natural Natural

heritageheritage Famous wineFamous wine Only 241 Only 241

inhabitants by inhabitants by 20072007

Respondents’ profileRespondents’ profile

Specific cultural Specific cultural touriststourists 43 %43 %

General cultural General cultural touriststourists 47 %47 %

WomenWomen 63 %63 %

MenMen 37 %37 %

EducationEducation

Secondary Secondary 18 %18 %

Bachelor degreeBachelor degree 36 %36 %

Master or doctoral Master or doctoral degreedegree 46 %46 %

Age:

16 -19 6 %

20 - 29 18 %

30 - 39 55 %

40 - 49 18 %

50 - 59 3 %

60 or over

0 %

Destination attractiveness – significance of Destination attractiveness – significance of determinantsdeterminants

 Determinants N Mean Std. Deviation Std. Error Mean

atmosphere 33 4,64 ,742 ,129

service quality 33 4,55 ,869 ,151

hospitality 33 4,55 ,794 ,138

nature 26 4,54 ,811 ,159

architecture, museums, historic sites 32 4,44 ,801 ,142

safety 33 4,39 ,933 ,162

traditions, art, crafts 30 4,20 1,095 ,200

prices 33 4,15 1,202 ,209

accommodation 32 3,84 1,273 ,225

climate 29 3,79 1,236 ,229

accessibility 32 3,66 1,310 ,232

local food and drinks 31 3,61 1,383 ,248

special events / festivals 31 3,48 1,288 ,231

daily life of residents 31 3,42 1,432 ,257

entertainment 32 3,03 1,513 ,267

range of activities 31 2,68 1,351 ,243

shopping 32 2,44 1,343 ,237

Elements of culture - Elements of culture - significancesignificance

0 1 2 3 4 5

1

2

3

4

5

architecture, museums, archaeological sites

traditions, art, crafts

local food and drinks

special events/festivals

daily life of residents

Possible applications of Possible applications of findings:findings:

Tourism practitioners - in the field of Tourism practitioners - in the field of marketing and management;marketing and management;

Tourism theory – in destination Tourism theory – in destination competitiveness models– to establish competitiveness models– to establish the relative weight of determinants.the relative weight of determinants.

Most important attributes, Most important attributes, according to consumers (mean according to consumers (mean

value above 4.00)value above 4.00)Special/authentic atmosphereService qualityHospitalityBeautiful preserved natureUnique architecture, museums, historic sitesSafetyChance to get in touch with local traditions, art, craftsReasonable price

Thank you for Thank you for your attention!your attention!