The tourism attractiveness of the Moroccan archaeological site of Volubilis: An analysis of the determinants through analytic hierarchy process (AHP)

The primary objective of this research is to assess the tourism attractiveness of the World Heritage Site of Volubilis located in Morocco. Utilizing the analytic hierarchy process methodology, we have structured our research problem into a hierarchical model related to the tourism attractiveness of Volubilis. Data collection involved the administration of a questionnaire in two stages: initially, to 7 experts to identify pertinent determinants, resulting in a total of thirty-four (34) criteria; subsequently, to 32 experts to gather their perspectives on determinants influencing the tourism attractiveness of Volubilis. The main findings indicate that unique historic remains (attraction), museums (attraction), maintained trails and paths (accessibility), and archaeological parks (amenities) emerge as the most significant attributes influencing the tourism attractiveness of Volubilis. From an academic perspective, our research contributes to the literature on the tourism attractiveness of archaeological sites, particularly those situated in rural and open areas. Additionally, it provides valuable insights for planning tourism development and guiding strategic decisions for heritage managers and tourism professionals.