STATISTICAL DETERMINANTS OF GERMAN TOURISTS DESTINATION CHOICE:THE CASE OF GOYGOL, AZERBAIJAN

Abstract

This study examines the statistical factors that influence German tourists’ decision to choose Goygol, Azerbaijan, as a tourism destination. While Azerbaijan possesses rich natural, historical, and cultural assets that favour tourism development, the share of tourism in the national economy remains limited. Goygol, with its German colonial heritage, scenic landscapes, and growing tourism infrastructure, holds untapped potential to attract international visitors, particularly from Germany. Using a survey-based research approach, the study collected data from 283 German respondents—individuals who had visited or intended to visit Azerbaijan. The survey assessed key factors such as affordability, transportation quality, language barriers, safety, service standards, and the availability of tourist activities. A multiple regression analysis was performed to determine which variables significantly impact the likelihood of choosing Goygol as a destination. Results showed that affordability, quality of transportation, the absence of language barriers, and quality accommodation were statistically significant and positively correlated with tourists’ destination choice. In contrast, factors such as safety risks, availability of tourist activities, and overall service quality were not found to have significant influence. This research provides both theoretical and practical insights for tourism stakeholders in Azerbaijan. By identifying the most influential factors in tourist decision-making, particularly for a niche market such as German travellers, the findings help guide policy recommendations and regional development strategies. Enhancing language support services, improving transport connectivity, and investing in high-quality accommodation facilities could significantly boost Goygol’s attractiveness as a cultural and eco-tourism hub.