Drivers of Influence in Selecting an Destination for an International Break/Holiday
Offers good value for money
Is a welcoming place to visit
I can roam around visiting many types of places
Is good for relaxing, resting, recharging
There is beautiful coast and countryside to explore
It’s easy to get around once there
Offers lots of different experiences in one destination
There is a good variety of food and drink to try
It’s easy to get to
It has experiences I can’t have anywhere else
There are vibrant towns and cities to explore
Offers experiences I want to share on social media
If I don’t visit soon, I’d miss out
A good place for treating myself, e.g. premium brands, gourmet food, etc.
Has a thriving arts and contemporary culture scene
A place recommended by friends or family
It offers the opportunity to travel sustainably/responsibly
There are interesting local people to meet
Has an interesting mix of cultures from around the world
It has surprising and unexpected experiences
Is good to visit at any time of year
Is inclusive and accessible for visitors like me
Is a mixture of old and new
It has surprising and unexpected experiences
There are interesting local people to meet
A place recommended by friends or family
Offers experiences I want to share on social media
These are all important drivers of influence that can impact a tourist’s decision to choose a particular destination for an international break or holiday.
Here is a summary of each driver and how it can influence a tourist’s decision:
- Offers good value for money: Tourists are often looking for destinations that offer good value for their money, including affordable accommodations, activities, and food options.
- Is a welcoming place to visit: Tourists are more likely to choose a destination that has a reputation for being welcoming and friendly to visitors.
- I can roam around visiting many types of places: Tourists often want the flexibility to explore a destination on their own, without feeling restricted to a specific itinerary or schedule.
- Is good for relaxing, resting, recharging: Many tourists are looking for a destination where they can unwind and recharge, whether that means lounging on a beach or enjoying a spa experience.
- There is beautiful coast and countryside to explore: The natural beauty of a destination, including its coastlines and countryside, can be a major draw for many tourists.
- It’s easy to get around once there: Tourists want to feel confident and comfortable getting around a destination, whether that means using public transportation or renting a car.
- Offers lots of different experiences in one destination: Tourists are often looking for a destination that offers a variety of experiences, from cultural attractions to outdoor activities to nightlife.
- There is a good variety of food and drink to try: Tourists are often interested in trying local cuisine and drinks, and want a destination that offers a diverse range of dining options.
- It’s easy to get to: The accessibility of a destination, including the availability of direct flights or easy connections, can be a key factor in a tourist’s decision.
- It has experiences I can’t have anywhere else: Tourists are often looking for unique and authentic experiences that they can’t find anywhere else.
- There are vibrant towns and cities to explore: Many tourists are interested in exploring the cultural and historical attractions of towns and cities, including museums, architecture, and local festivals.
- Offers experiences I want to share on social media: Tourists may be influenced by the “Instagrammability” of a destination, looking for experiences and attractions that will make for great social media content.
- If I don’t visit soon, I’d miss out: The fear of missing out (FOMO) can be a motivating factor for some tourists, particularly if they believe a destination is becoming more popular or exclusive.
- A good place for treating myself, e.g. premium brands, gourmet food, etc.: Some tourists may be looking for a destination where they can indulge in luxury experiences, such as high-end shopping or fine dining.
- Has a thriving arts and contemporary culture scene: Tourists may be drawn to destinations that have a vibrant arts and culture scene, including museums, galleries, and live performances.
- A place recommended by friends or family: Recommendations from friends and family can be a powerful driver of influence for tourists, as they trust the opinions of people they know.
- It offers the opportunity to travel sustainably/responsibly: An increasing number of tourists are looking for destinations that promote sustainable and responsible travel practices, including eco-friendly accommodations and activities.
- There are interesting local people to meet: Tourists may be interested in meeting and interacting with local people, to learn more about their culture and way of life.
- Has an interesting mix of cultures from around the world: Tourists may be drawn to destinations that have a diverse mix of cultures and influences, including cuisine, architecture, and festivals.
- It has surprising and unexpected experiences: Tourists may be looking for unique and unexpected experiences, such as hidden gems or off
How many of the above factors can you find when you visit Gambia
Gambia is a small West African country known for its beautiful beaches, rich culture, and diverse wildlife. Based on the drivers of influence in selecting a destination for an international break/holiday, here are some things you can find when you visit Gambia:
- Is a welcoming place to visit: Gambia is known for its friendly and hospitable people who welcome tourists with open arms.
- I can roam around visiting many types of places: There are many places to explore in Gambia, including nature reserves, beaches, museums, and markets.
- Is good for relaxing, resting, recharging: Gambia has a laid-back atmosphere that is perfect for those looking to unwind and recharge.
- There is beautiful coast and countryside to explore: Gambia has some stunning beaches and scenic countryside that are perfect for outdoor activities like hiking, birdwatching, and swimming.
- It’s easy to get around once there: Gambia has a good network of roads and public transportation, making it easy to get around and explore.
- Offers lots of different experiences in one destination: Gambia has a diverse range of attractions, from cultural and historical sites to natural wonders and wildlife reserves.
- There is a good variety of food and drink to try: Gambian cuisine is a fusion of West African and European influences, and there are plenty of local dishes and drinks to sample.
- It’s easy to get to: Gambia has an international airport and is well-connected to other parts of Africa and Europe.
- There are interesting local people to meet: Gambians are known for their warmth and hospitality, and there are many opportunities to interact with locals and learn about their culture.
- A place recommended by friends or family: Gambia is becoming an increasingly popular tourist destination, and many travelers have recommended it to others.
Overall, Gambia offers several of the drivers of influence that tourists look for when choosing a destination for an international break/holiday.
These regional and cultural differences in tourist preferences suggest that destinations should tailor their offerings to meet the specific needs of different visitor groups.
Here is a breakdown of the drivers of influence for tourists from different regions:
- Middle Eastern tourists: They are more likely to prioritize inclusivity and checking off their must-do lists when choosing a destination.
- Western European tourists: They demand a variety of interesting people, experiences, and food & beverage options, which are more distinctive than drivers in other European regions.
- Visitors from the Americas: They are full of energy and seek destinations packed with loads to see and do, offering a wide range of diverse experiences in one place.
- Tourists from India, Australia, and New Zealand: They are also dynamic in their needs and seek single destinations that offer a variety of must-see experiences.
- North-East Asian tourists: They are more drawn to destinations with a strong reputation for food and drink options, as well as vibrant places. Value for money is less critical in their choice of destination.
These regional differences suggest that destinations should understand the unique needs and preferences of different visitor groups and tailor their marketing and offerings accordingly. By doing so, they can attract more visitors and provide them with a more personalized and satisfying travel experience.
What can these tourists from different places expect from Gambia?
Tourists from different regions can expect a unique and diverse experience in Gambia. Here are some examples of what they can expect:
- Middle Eastern tourists can expect a warm and inclusive welcome in Gambia, with a variety of must-do experiences to check off their list. They can explore the country’s rich cultural heritage, including visits to traditional villages, museums, and historical sites such as the UNESCO World Heritage-listed Kunta Kinteh Island.
- Western European tourists can expect a vibrant and diverse cultural experience in Gambia, with plenty of interesting people to meet and a variety of food and beverage options to try. They can explore local markets, sample traditional dishes such as domoda (peanut stew) and benachin (one-pot rice dish), and attend cultural events such as the annual Roots Homecoming Festival.
- American tourists can expect an adventure-filled trip in Gambia, with plenty of activities to see and do. They can explore the country’s natural beauty, including its pristine beaches, lush forests, and wildlife reserves such as the Abuko Nature Reserve. They can also enjoy water sports such as kayaking, windsurfing, and fishing, or take a safari to see animals such as baboons, monkeys, and crocodiles.
- Northeast Asian tourists can expect a culinary delight in Gambia, with a strong reputation for food and drink options. They can sample traditional Gambian cuisine and also enjoy international cuisine such as Indian, Lebanese, and Chinese. They can also explore vibrant places such as Banjul, the capital city, which is known for its colorful markets, lively music scene, and street food.
In summary, tourists from different regions can expect a unique and diverse experience in Gambia, with plenty of opportunities to explore the country’s rich cultural heritage, natural beauty, and adventure activities, as well as sample traditional cuisine and meet interesting people.