Back to the Same Place of Holidays. An Analysis of European Tourists’ Preferences Towards Cultural Tourism

Abstract

This study aims to identify the factors that influence European tourists in revisiting the same place of holidays for cultural reasons. After a theoretical discussion about revisit behaviour at cultural destinations and the factors that influence tourists’ preferences for revisiting cultural destinations, a binary regression analysis was conducted to identify the factors that influence the probability that European tourists will return to the same place of holidays for cultural reasons. Data was provided by FLASH EUROBAROMETER 2014, based on “Preferences of Europeans towards tourism”, a survey conducted by the European Union and designed to explore a range of aspects related to European attitudes regarding the decision to go on holiday in 2014 and 2015. The Eurobarometer database comprises 30,000 observations, from which a sample of 4460 observations was selected. Results should contribute to a better understanding of revisit behaviour of European tourists and at the same time, are expected to provide European National Tourism Organisations and practitioners a number of rich insights concerning identification to be able to develop more effective marketing strategies to enhance revisit behaviour of European cultural tourists.