Pull Factors For Cultural And Heritage Tourism Destinations: How To Attract Westerns To The East

Abstract

Being one of the largest industries in the world, tourism created a large arena where the
destinations are compelled to contend with one another, distinguishing themselves in different ways.
This research examines the Pull factors that influence the British and other European potential
travellers’ choice of a destination for culture and heritage tourism. With the use of qualitative in-depth
interview, the list of Pull factors that affect travellers’ decisions in cultural and heritage tourism
destination choice were extracted and grouped according to their qualities. The results are aimed to
provide deep understanding of the customers’ needs in tourism industry and identification of pull
factors are supposed to help to select the right positioning strategy for tourism marketers.