Abstract
The new habits of tourist consumption favor the rise of cultural tourism, either as the primary or complementary offer of a destination. Therefore, it is necessary to deepen the study of the behavior of cultural tourism demand. This research aims to develop a structural model that allows measuring the main variables that affect the satisfaction and loyalty of the internal demand of the cultural tourist to a heritage destination. The results are helpful for the design of tourism management. The hypotheses posited have been tested using non-linear structural equations (SEM), estimated with data from the National Statistics Institute on internal demand for cultural tourism in Spain (n = 18,024). The results confirm the importance of socio-cultural variables and the tourist’s experience on fidelity to the visited destination. Furthermore, the negative relationship between the repetition of the visit and satisfaction is striking.
Highlights
In the current economic context, the success of tourist destinations depends both on their ability to attract travelers and the loyalty of tourists [1,2]
The study of tourist demand and its behavior is a priority in carrying out marketing strategies focused on the different demand segments and in developing specific promotional and marketing policies [3]
Finding competitive advantages that allow emerging destinations to attract the tourist flow or maintenance in mature destinations is essential in order to position a tourist destination [4]
Summary
In the current economic context, the success of tourist destinations depends both on their ability to attract travelers and the loyalty of tourists [1,2]. Finding competitive advantages that allow emerging destinations to attract the tourist flow or maintenance in mature destinations is essential in order to position a tourist destination [4]. In both cases, knowing the visitor’s loyalty and satisfaction as a background to their future behavior are essential to differentiate themselves within the tourist offer. Heritage is subjected to restrictions tTo make cultural destinations more sustainable [7,8]. Both circumstances can be an opportunity to build loyalty in domestic tourism demand
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