Why tourists choose a destination
Destination choice combines personal motivations, reputation, price, accessibility, cultural heritage, food, services and expected experience. Sociometrica therefore places behaviour and motivations at the centre of analysis: destinations compete for distinct groups of people who value different things.
Why do tourists choose one destination over another?
The choice combines personal motivations, reputation, price, accessibility, cultural heritage, food, services and expected experience. These factors carry different weights for different visitors. Sociometrica therefore places behaviour and motivations at the centre of analysis: a destination does not compete for a generic category of “tourists”, but for distinct groups of people who value different things.
How can we understand what tourists are looking for?
We need to combine what tourists say with what they actually do. Surveys, reviews, online searches, mobility, transactions and requests to digital assistants can reveal motivations and segments. Sociometrica has applied survey methods, semantic analysis and social intelligence to destinations and tourist behaviour over many years. The principle is simple: segmentation by behaviour and motivation is often more useful than segmentation solely by age or origin.
Research behind this guide
- 1st Report on the Perception of Italian Tourism Destinations — 2014. The first report on the perception of Italian tourism destinations in the online conversation.
- Enjoy — 2nd Report on Tourism Italy — 2019. Tens of thousands of opinions, judgements and emotions analysed to portray tourism Italy as seen by travellers.
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Let’s talk →By Antonio Preiti and Sociometrica · The Sociometrica Method