Investigating the value of experiences for destinations and tourists

In contemporary tourism, experiences (such as tours, attractions, and cultural events) have become central to the decision-making process of travellers when selecting destinations. Empirical data demonstrates that a substantial portion of vacation budgets is dedicated specifically to experiential activities, highlighting their growing significance in travel behaviour. This thesis examines the evolving role of experiences in shaping tourist preferences and the strategic importance they hold for destination development. A mixed-methods approach is adopted, integrating quantitative insights from survey data with qualitative analysis to explore how travellers prioritize experiences and the specific attributes that influence their selection of experience types.