This study identifies, evaluates and analyzes the factors that affect the
demand for urban destinations in Israel’s domestic tourism. More specifically, this
paper aims to find the motivation behind tourists’ choice of destination. This study
argues that the demand’s intensity is determined by eleven factors characterizing a
destination, the most important of which are: image, attractions, vacation
experience, awareness, and the quality of the hotels.
The methodology is based on quantitative measurements of the factor’s perception
among potential and actual customers (N = 361). The findings show that each
destination possesses a unique mixture of factors. This study’s contribution to the
existing scholarship on the subject is the evaluation system that would test, predict
and plan the demand for a given destination, and could serve as an instrument
facilitating decision-making processes among managers.