ARE SLOVENIAN TOURISTS LOOKING FOR NATIVENESS OR SUSTAINABILITY?

Slovenian tourism preferences reflect a broader global shift, as travelers increasingly balance the desire for comfort and familiarity with a growing interest in authentic, sustainable, and environmentally responsible experiences. This study explores the primary motivations of Slovenian tourists and the types of attractions they prefer when traveling abroad, focusing on whether their preferences lean more towards consumer-oriented or sustainable tourism. An online survey of 370 Slovenian respondents was conducted using a structured questionnaire. Factor analysis identified key motivational (consumer tourism, business/education, sustainable tourism, social bonding) and attraction-related factors (nativeness, local integration, green/safe destinations, peaceful/high-quality environments). Correlations between these constructs were analyzed using Pearson’s method. Findings reveal a dual orientation among Slovenian tourists—towards both emotional comfort and sustainability. While consumer motivations remain strong, interest in authentic, culturally rich, and environmentally friendly experiences is growing. The study confirms that consumer tourists seek nativeness and partially confirms that sustainability-oriented tourists are drawn to green and safe destinations. Tourism providers should address both preferences by offering diverse experiences, promoting safety and familiarity alongside cultural immersion. Micro-segmentation and place-based marketing can help cater to these distinct segments. Overall, this research offers new insights into Slovenian travel behavior and contributes to understanding evolving European tourism trends.