Activities as the critical link between motivation and destination choice in cultural tourism

Abstract

PurposeThis study aimed to determine the motivations of a select group of South Africans in terms of their potential engagement with cultural tourism; more specifically, the study set out to show whether these motivations influence the cultural activities that the tourists want to participate in and whether their interest in specific cultural activities determines their destination choices. Furthermore, the mediating role of activities in the relationship between cultural motivations and destination choice was also assessed.Design/methodology/approachAn online panel survey collected responses from 1,530 potential cultural tourists across South Africa. Hypotheses were tested, using structural equation modelling.FindingsThe results show that tourists' motivations for cultural tourism influence their likelihood of participating in specific cultural activities. Cultural tourism is shown to be influenced by more than learning and includes entertainment, relaxation, novelty and escape dimensions. There also seems to be a difference in the activities engaged in by destination type. For example, tourists likely to take part in indigenous cultural tourism activities are more likely to do so at hedonic destinations.Practical implicationsThis paper contributes to the understanding of cultural tourism activities, aiding destinations in attracting cultural tourists. Destinations need to develop activities that match visitor motivations, increase satisfaction and encourage visitors to return.Originality/valueThe paper increases the understanding of cultural tourism in South Africa and underlines the importance of communities in providing distinctive tourism activities. The study also has an important social dimension, highlighting the role of social status in cultural tourism consumption and destination selection.

Does the Destination Matter in Domestic Tourism?

“…While each destination does offer unique attractions (for example, the Sunshine Coast has the famous Australia Zoo, while the Gold Coast has four major theme parks), they act as facilitators and not magnets. This observation that destination attributes play little or no role in destination choice as suggested by Douglas et al (2023), Hanna and Rowley (2019) creates real challenges for Destination Management Organisations (DMOs). DMOs rely on effective branding and positioning to differentiate similar places in a meaningful way (Morgan & Pritchard, 2002).…”

“…Crompton's (1979) foundational work on motivations extended this list significantly by identifying nine dominant motives for travel. Other studies have essentially confirmed the ubiquity of these push factors (Douglas et al, 2023;Klenosky, 2002;Lee et al, 2002;Mutinda & Mayaka, 2012).…”

“…Destination Marketing Organisations (DMOs) adopt a variety of branding and positioning strategies (Morgan & Pritchard, 2002), that highlights a place's personality (Hanna & Rowley, 2019;Usakli & Baloglu, 2011), often by promoting its unique products and experiences. Yet, the functional attributes of destinations are believed to contribute little to destination choice (Hanna & Rowley, 2019), while individual attractions may only play a small role in drawing visitors (Douglas et al, 2023). The reason is that the motives of novelty, escape, relaxation and relationship building that represent the backbone or skeleton of all travel (Pearce & Lee, 2005), especially among domestic tourists (Matiza & Kruger, 2022) are not place specific and, therefore, are unrelated to destination attributes (Crompton, 1979).…”

The Assessment of Risk Tolerance of Hungarian Travellers Towards Abroad Trips

“…Since cultural distance may increase the level of uncertainty and risk faced by tourists in a foreign country, cultural similarity, on the other hand, can indicate the degree of comfort and familiarity tourists may experience (Liu, 2014). In this regard, tourists are more likely to select culturally similar countries as destinations, according to some studies (Mancini-Cross et al, 2009;Lo et al, 2011;Garamvölgyi & Rudnák, 2016;Douglas et al, 2023). Due to this, it is assumed that "Lack of cross-cultural risk control" might negatively affect "Traveller's risk tolerance".…”

The role of tour guide competency in the cultural tour experience: the case of Cappadocia

“…In cultural tours, tourists perceive certain values in return for the service and experience they have consumed or will consume. Cultural tourists receive service from the tour guides accompanying them in the language they prefer while learning about the historical, artistic, environmental, natural, and cultural assets of the destinations and historical sites visited (Akgunduz & Eser, 2022;Douglas, Hoogendoorn, & Richards, 2023;Hwang & Lee, 2019;Latkova, Jordan, Vogt, Everette, & Aquino, 2020;Mousa, Abdelgaffar, Salem, Elbaz, & Chaouali, 2023;Weiler & Black, 2021). Tour guides shape the destination experiences of tourists, bringing value and meaning to the overall experience (Cheng, Kuo, Chang, & Chen, 2019;Huang, Hsu, & Chan, 2010;Nour Salah Al-Okaily Alzboun, & Abuhjeeleh, 2023) while impacting tourists' satisfaction levels and behavioral intentions (Chang, 2014;Cheng et al, 2019;Fu, Li, XU, Liu, & Chen, 2023;Huang et al, 2010;Zeng & Yi Man Li, 2021).…”