Exploring Geotourism Motivation: Visitor Trends at Geosites in the Niš City Area, Serbia

Geotourism is an increasingly dynamic and fast-growing segment of the global tourism industry, attracting widespread interest and participation worldwide. The Niš City area, situated in the south-east part of Serbia, is characterized by a rich array of geotourism resources with considerable potential for international promotion. This study aims to develop a typology of geotourists based on their motivational drivers. To achieve this, a questionnaire survey was conducted with a sample of 95 respondents who had visited geosites in the Niš City area. The collected data were analysed using exploratory factor analysis to reveal underlying patterns in complex datasets and provide deeper insight into respondents’ motivation. Subsequently, correlation analysis was applied to examine the strength of the relationships between the identified motivational factors, as well as between these factors and selected socio-demographic variables, including age, education level, and monthly income. Finally, an independent samples t-test was applied to examine potential differences in motivational attitudes based on gender and relationship status. The results identified three distinct motivational dimensions among geotourists: Social Interaction, Getting Knowledge, and Curiosity. The results reveal strong interrelationship between the social aspect of travel and interest in educational experiences during the visits. Also, the motives related to socialization increase with age and education level. These insights offer valuable guidance for policymakers, destination managers, and other stakeholders in formulating targeted strategies and developing tourism products that are closely aligned with the preferences and expectations of the geotourism market.