TOURIST DECISION-MAKING WHEN SELECTING A DESTINATION: AN ANALYTICAL HIERARCHY PROCESS ANALYSIS OF CONSUMPTION VALUES

Abstract

Within the context of tourism-related activities, numerous factors may influence a traveller’s choice of destinations. Therefore, it is crucial to understand which factors will mostly influence destination selection. It is common knowledge that in a destination selection process, people are likely to visit sites they believe are worthwhile. The Analytical Hierarchy Process (AHP) was used in the study, and the data were collected from twelve experts, including six academicians of tourism and destination marketing, and six tour guides with more than ten years of experience in the sector. The research aims to determine the priority order of consumption values in determining the preferences of tourists for the destinations they have selected. The results show that "epistemic value" was the most important factor in determining a tourist’s choice of destination. Moreover, it was found that the following dimensions, namely functional value, i.e., "worth the money", emotional value, i.e., "feel secure", social value, i.e., "meet friendly and hospitable people", epistemic value, i.e., "providing novelty experiences", and conditional value, i.e., "personal safety" have also been given priority. By identifying the priorities of a tourist in the destination selection process, it is envisaged that tourism businesses operating in tourist destinations will be able to provide better value-added activities, such as in food and beverage, lodging, entertainment, and travel agencies. In providing theoretical and empirical information for those involved in the sector, a more efficient process is thus ensured. With the help of this knowledge of what is expected of tourists as consumers, it will be easier to develop comprehensive strategies and solutions.