Mediating Influence of Satisfaction on the Relationship between Tourists' Motives and Revisits to Cultural and Heritage Sites (original) (raw)
The purpose of this study is to assess the success of cultural and heritage destinations by looking into tourists’ intention to revisit. In this study, it is identified that satisfaction is the mediator variable between motivation and destination loyalty. Visitors to cultural and heritage sites are motivated by different factors based on educational motives, entertainment motives and social motives. This study emphasized on the quantitative research method through a cross sectional survey of a sample size of 200 respondents. The results identified that educational and social motives influence tourists’ intention to revisit cultural and heritage destinations. In addition, personal satisfaction and satisfaction with site attributes have mediating influence between motives and intention to revisit. The results revealed that cultural and heritage sites are not seen as an entertainment destination for the targeted sample.