Abstract
ABSTRACT The purpose of this study was multifold: to identify push and pull factors that influence student decisions to visit heritage sites, examine the pattern of interrelationships between them, and investigate their effect on satisfaction levels. Students from a few universities in the United States were surveyed and important push and pull factors were identified. The study results highlight significance of authenticity as an important push factor and its equally crucial role in the enhancement of overall satisfaction levels. Important implications are noted for destination marketing organizations and the heritage sites. For instance, knowledge on motivations and resulting levels of satisfaction can help heritage travel organizations devise tailor-made marketing strategies for potential target markets.
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