Abstract

Culture and heritage sites have increasingly gained global attention thereby adding to the rise in recognition of world tourism. This study aimed to investigate the travel characteristics and pull motivations of visitors to Idanre Hills, Ondo State, Nigeria. One hundred and twenty copies of structured questionnaire were randomly administered to visitors at the site. Preference for pull motivations were measured using choice cards and the data collected was analysed using descriptive statistics and mixed logit specification. The results revealed that the visitors were visiting for the first time and they heard about the site from family and friends. The results also revealed that Hills, Agboogun Footprint, On-site accommodation and public taxi were the attribute levels that significantly predict the likelihood of visitors choosing Idanre Hills as their tourist destination. Management should therefore pay attention to the improvement of these features so as to improve the destination’s competitiveness in the tourism market.

Key Words: Attributes, Culture, Trip, Leisure, Tourism, Visit