What attracts tourists to a destination? Is it attractions?

Abstract

The role of attractions in tourism cannot be overemphasized since it is common knowledge that it is the attractions that draw travellers to an area without which, arguably, they would be no tourism. In fact, it is a general belief that attractions complete the tourism experience as they are part of the four A’s in tourism - accommodation, accessibility, attractions and amenities. Every destination develops and sells their attractions to tourist’s as one way of emphasizing the destinations appeal. But do tourists visit a destination because of attractions? This content analysis study analysed government documents, tourist organisations documents and websites as well as publications on five destinations (Hong Kong, India, Netherlands, Singapore and South Africa) to understand how they attract Chinese and American markets and to see if these tourists visit because of attractions or for other reasons. The study has found that attractions are just some of the reasons why tourists visit these destinations, and in most destinations, there are unmentioned aspects of the trips. Destinations need to incorporate right messages in their marketing campaigns that go beyond attractions as visitors mainly come for business followed by leisure other than mere attractions.