Destination Attractiveness and Memorable Travel Experiences in Silk Road Tourism in Uzbekistan

Murodjon Raimkulov,Young-Joo Ahn,Husanjon Juraturgunov

doi:10.3390/su13042252

Abstract

This study explored the relationships between destination attractiveness, satisfaction, the sense of reliving, and loyalty among American tourists who had experienced Silk Road tourism in Uzbekistan. In addition, this study investigated the mediating role of the sense of reliving with regard to satisfaction and loyalty. A total of 477 respondents participated and were used for the final analysis. The results suggest that destination attractiveness includes multidimensional constructs consisting of five dimensions, namely, cultural attractiveness, natural attractiveness, the local people and superstructure, infrastructure, and price attractiveness. Cultural attractiveness, the warm hospitality of local people, and the superstructure appear to be the competitive attributes of Silk Road tourism in Uzbekistan affecting tourist satisfaction. Furthermore, the results reveal that tourist satisfaction increases loyalty. A mediating role of the sense of reliving with regard to satisfaction and loyalty was also confirmed. Tourists remember their travel experiences upon returning home, relive Silk Road travel experiences, and demonstrate their behavioral intentions. These findings can provide a deeper understanding of destination attractiveness and memorable experiences for increasing loyalty to destinations related to Silk Road tourism in Uzbekistan.

Highlights

Uzbekistan is located in the center of the Eurasian continent and is well-known due to the Great Silk Road, which connects Europe and China [1,2]
The present study examined the relationship between destination attractiveness and satisfaction, the sense of reliving, and loyalty among American tourists who participated in
This empirical research shows that destination attractiveness has a positive association with satisfaction

Summary

Introduction

Uzbekistan is located in the center of the Eurasian continent and is well-known due to the Great Silk Road, which connects Europe and China [1,2]. The Great Silk Road developed international trade and is a rich historical and cultural attraction with unique traditions and customs [1]. According to the United Nations Educational, Scientific and Cultural Organization (UNESCO), Uzbekistan has an excellent reputation and several world heritage properties and historical and cultural architectural buildings and treasures in ancient Silk Road destinations, such as Samarkand, Bukhara, Khiva, and Shakhrisabz [3]. Four Uzbekistani cities included in the UNESCO World Heritage List (WHL) have become popular tourism sites and experienced an increase in the arrival of international tourists [4]. Uzbekistan’s abundant natural resources, such as national parks, wilderness areas, and protected nature reserves, are the unique attributes that attract domestic and international tourists [5]. Tourism in Uzbekistan shows considerable potential, as the country offers various types of tourism products and services and distinct destination features [6]

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