Choice Heuristics for Visiting Cultural Sites: A Comparative Study with two Polar Cases

This study examines how tourists decide to visit UNESCO world heritage sites in the two polar cases Switzerland and Iran, representing developed and emerging tourism contexts, respectively. Using qualitative comparative analysis of 50 interviews, it identifies the role of choice heuristics - such as planning, spontaneity, and word-of-mouth - in these decisions. Findings suggest that while certain factors like word-of-mouth influence decisions across both contexts, the relevance of others, including planning, varies by location. This research illuminates the complex decision-making processes of cultural tourists and suggests practical strategies for tourism destination managers.