Sell a tourist destination through the eyes of the host

There is no doubt that tourism is a very important component in the economy of a city/region or country. Whether an area is attractive for tourists depends on many different factors. For example, the offer (gastronomy, public transport, cultural offer, leisure offer, nature offer) but above all also the image of the tourist region plays an essential role. Moreover, residents can be seen as key ambassadors of a certain place, because by informing visitors, they influence the visitor´s choices and activities during their stay. Additionally, demographic, sociographic, and psychographic variables effect tourist´s destination choice. However, there are few studies that examine demographic, sociographic and psychographic variables, and their dependence on the choice of tourist destinations.
For this reason, this master thesis deals with the influence of demographic, sociographic as well as psychographic variables in the choice of urban tourist destinations. A systematic literature review was conducted, which describes the importance of destination branding and the image of a city as well as the influence of hosts. Furthermore, different types of tourists are classified. In addition, the influence of demographic, sociographic and psychographic variables is also discussed.
In order to best answer the research question, a mixed research method was used. Data was collected both qualitatively and quantitatively. This is because both open-ended and closed-ended questions were needed to adequately answer the research question. In total, results were collected and assessed from 203 respondents. The results were determined and evaluated with the help of a self-defined category system and in the next step with SPSS.
Empirical research shows that only a significant relationship was found between gender and shopping preferences as well as the city size. Furthermore, a correlation between age groups and the gastronomy as well as the cultural offer could be identified. Finally, theoretical, and practical implications as well as limitations and the future research gap were pointed out and explained.
Inhalt