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

Unique historic remains, museums, maintained trails, and archaeological amenities are the key factors driving tourism attractiveness at Morocco's UNESCO World Heritage Site of Volubilis. This insight emerged from an analytic hierarchy process (AHP) analysis involving 32 experts, who identified these attributes as the most significant among 34 criteria influencing visitor appeal. The study highlights how well-preserved infrastructure and interpretive resources enhance rural archaeological sites' tourism potential, offering practical guidance for heritage managers and policymakers. By focusing on tangible and intangible assets, researchers provide a framework to optimize development strategies while balancing conservation with visitor experience.

Ksissou, K., El Kadri, A., El-Khodary, M., & Trid, S. (2024). The tourism attractiveness of the Moroccan archaeological site of Volubilis: An analysis of the determinants through analytic hierarchy process (AHP). International Journal of Geoheritage and Parks, 12(4), 606–620. https://doi.org/10.1016/j.ijgeop.2024.11.007