Cultural Heritage Destinations Research Articles

Unveiling Cultural Heritage: Exploring the Perceived Online Destination Image of China’s Cultural Heritage Destination and Narrative Strategy in Travel Vlogs

ABSTRACT From the perspective of cultural heritage tourism, this study aimed to explore the narrative strategy utilized in travel vlogs and the perceived online destination image of Meishan City through travel vlogs. Grounded in an interpretivism paradigm, data was collected from WeChat Channels, and a five-element narrative analysis method was adopted to analyze six travel vlogs. The findings revealed that travel vlogs display the online destination image of Meishan City as an authentic cultural heritage destination. The study further identified a three-stage narrative strategy utilized in travel vlogs that effectively integrates intangible and tangible cultural heritage destination elements, including narrative enrichment, narrative ascendant, and narrative resonance. It further enhances the online destination image and highlights the significance of Chinese cultural heritage. This work provides valuable theoretical and practical implications for cultural heritage destination studies and marketing practice.

Residents’ Environmentally Responsible Behavior and Tourists’ Sustainable Use of Cultural Heritage: Mediation of Destination Identification and Self-Congruity as a Moderator

In the face of escalating global concerns surrounding environmental sustainability and the preservation of cultural heritage, this research explores the intricate connection between residents’ environmentally responsible conduct (ERB) and tourists’ sustainable involvement with cultural heritage sites (SU). Highlighting the pivotal importance of destination identification (DI) as a mediator and self-congruity (SC) as a moderator, our study utilizes a quantitative data approach to investigate the nuanced relationships inherent in the domain of tourism destinations. The data were collected from 324 tourists (visiting Luxor heritage city in Egypt) and analyzed by PLS-SEM, and the results showed a positive correlation between residents who strongly identify with their local environment and an increased dedication to environmentally responsible actions. Moreover, tourists who demonstrate elevated levels of self-congruity with the cultural heritage destination are inclined to embrace more sustainable behaviors, thereby making positive contributions to heritage preservation initiatives. This study enriches the evolving domain of sustainable tourism by providing insights into the intricate interactions between residents and tourists, fostering environmentally responsible behavior, and promoting the sustainable utilization of cultural heritage. Practical applications encompass the formulation of community-based interventions, the design of destination marketing strategies, and the proposal of policy recommendations. These initiatives aim to enhance the engagement of both residents and tourists, fostering the long-term preservation of cultural and environmental assets. Ultimately, the research seeks to guide sustainable tourism practices that strike a balance between the economic advantages of tourism and the essential preservation of cultural heritage and natural environments for future generations.

How does cultural heritage destination digitalization influence tourists’ attitudes? The role of constructive authenticity and technology-destination fit

ABSTRACT This study examined how cultural heritage destination digitalization influences tourists’ attitudes by analyzing the mediating effect of constructive authenticity and the moderating effect of technology-destination fit. We tested the theoretical model using data from 336 tourists who had traveled to cultural heritage destinations in the previous three months. The findings indicate that cultural heritage destination digitalization positively impacts tourists’ attitudes. Technology-destination fit moderates the relationship between cultural heritage destination digitalization and constructive authenticity and the mediating effect of constructive authenticity. These findings provide managerial implications for destination marketing organizations to improve their performance through digitalization.

Bridging perceived psychological and social risks with shared beliefs: unveiling tourists' behavioral intentions through nostalgia

PurposeThe study examines tourists' psychological and social risk and shared beliefs – devotion, concerns and entertainment – at a religious and cultural heritage destination. It also examines how shared beliefs impact tourists’ nostalgia. Further, it examines whether nostalgia affects choice deferral and revisit intentions. Finally, it investigates how moderation of place attachment strengthens the link between shared beliefs – devotion, concerns, entertainment and nostalgia.Design/methodology/approachThe data were collected from 439 inbound tourists, with 272 completing online questionnaires and 167 participating in face-to-face survey. Data analysis was performed using Amos 24.0 and SPSS 25.0, employing structural equation modeling (SEM) and the PROCESS macro.FindingsThe findings suggest that perceived psychological and social risk negatively impacts tourists' shared beliefs – devotion, concerns and entertainment – which positively impacts nostalgia. Positive nostalgic association boosts revisit intention and hampers choice deferral. The data also show how strong place attachment strengthens the relationship between shared beliefs – devotion, concerns and entertainment – and tourists’ perceived nostalgia.Research limitations/implicationsThis work contributes to information behavior using S-O-R theory. It analyzes the psychological and social risks of destination visits and how nostalgia affects shared beliefs and revisit intentions. Management and policymakers at destination enterprises can use the findings to design measures to enhance revisit intentions despite risk considerations.Originality/valuePakistan's destination tourism is underutilized amid its religious and cultural heritage significance. The literature has ignored how perceived psychological and social risk affects travelers' shared beliefs and nostalgic feelings. Thus, this study suggests and validates these linkages utilizing stimulus-organism-response (S-O-R) theory in Pakistan's unique environment with inbound tourists.

FROM HERITAGE TOURISM TO SUN AND BEACH DESTINATIONS: THE EXPLANATORY ROLE OF ENVIRONMENTAL FACTORS ON THE AVERAGE DAILY RATE

Purpose – This study aims to analyse whether the impact of external factors on the average daily rate (ADR) varies according to the type of destination. The study measures the effects of length of stay, share of international tourism and seasonality on hotel rates for sun and beach tourism, city tourism and heritage destinations.. Methodology/Design/Approach –We collected monthly data from January 2021 to June 2023 and conducted a regression analysis to measure how international tourism, length of stay or seasonality differ by destination type and what impact these factors have on ADR. The data refers to the 106 tourist destinations defined by the Spanish Statistics Institute (INE). Findings – Increasing the length of stay has a positive effect on ADR for cultural heritage destinations. In all types of destinations, a higher share of international tourism increases ADR, but the effect is particularly strong for city tourism. Greater seasonality is associated with higher hotel prices and is particularly relevant for sun and beach destinations. Originality of the research –A better understanding of ADR determinants, depending on the different destination types, is important for hotel managers and those designing tourism policies at destination level

ARE YOU LOOKING FOR AUTHENTICITY? THE INFLUENCE OF AUTHENTICITY OF CULTURAL HERITAGE TOURISM ON TOURISTS' INTENTION TO REVISIT

The revisit of tourists can effectively reduce the market cost of tourism destinations and maintain stable tourist sources, which is an important index to evaluate the development potential of tourism destinations and judge the stage of their life cycle. Taking cultural heritage tourism destinations as research sites, based on the ABC attitude model, this paper explores the influence mechanism of authenticity on revisit intention and the mediating effect of place attachment and the moderating effect of variety-seeking. The results show that the influencing factors and mechanism of revisit intention of tourists in cultural heritage destinations conform to ABC attitude model, which is a continuous process of cognition-affect-behavior sequence. Both objective and existential authenticity have significant positive effects on revisit intention. Place attachment plays a partial mediating role between objective authenticity, existential authenticity and revisit intention. Variety-seeking moderates the effect of objective authenticity on revisit intention. The lower the level of Variety-seeking, the stronger the positive relationship between objective authenticity and revisit intention.

Examining the structural relationships between perceived value, satisfaction and loyalty among disabled tourists in two world heritage sites

PurposeThis study aims to explore the dimensions of perceived value of tourists with disabilities at heritage sites. Second, it examines the differences in the precedents of satisfaction and loyalty among tourists with disabilities in two different World Heritage Sites (WHS).Design/methodology/approachThe sample consists of 150 and 184 questionnaires given to tourists with disabilities in Ecuador’s WHS of Quito and Cuenca, respectively. To test the hypotheses, data were analysed using confirmatory factor analyses and structural equation modelling.FindingsThis study suggests a five-dimensional structure for perceived value of tourists with disabilities in WHS. However, differences in the behaviour of people with disabilities are found depending on the specific WHS. While the perceived value factors that determine satisfaction are different according to the WHS, the loyalty precedents remain the same.Practical implicationsThis study contributes to the formulation of actions and strategies towards a more sustainable and inclusive future, where all tourism stakeholders in WHS have role. By understanding the behaviour of tourists with disabilities, these stakeholders will be more informed about the destinations’ elements that need to be improved and enhanced to satisfy this loyal market segment.Originality/valueAlthough the importance of accessible tourism is widely recognised, there is a dearth of literature investigating the behaviour of tourists with disabilities in heritage destinations. This study proposes a model to understand the role of perceived value in cultural heritage destinations.

Influences of the underlying dimensions of destination image on destination loyalty in a cultural heritage destination

ABSTRACT The “cognitive-affective-conative” theory was used to explain the relationship between the destination image and loyalty to a cultural heritage site. After a systematic synthesis of 34 pertinent studies and in-depth interviews, the study applied structural equation modeling to a dataset of 424 respondents. This study identified three components of the destination image: cognitive, affective, and conative. The underlying components of the cognitive image were validated using a second-order measurement model, which discovered significant associations. The results revealed that the cognitive image influenced the affective image and destination loyalty. This study contributes to the theory of heritage destination image formation.

Gastronomic Heritage Tourism Destination Travel Pattern Map in Kuningan Regency

Kuningan district in West Java Province has a local food has uniqueness as gastronomic cultural heritage destination. Integrative information about gastronomic heritage tourism destinatio was not yet available, so tourist cannot easy to choose to visit industry who sell local food as tourist attraction. The general objective is to identify and map the locations of the potential Kuningan local food which can later be used by various stakeholders such as local governments, local culinary business actors, the travel industry, including tourists. While the specific objectives of this study are: (1) identifying potential of Kuningan local food, (2) making a map of the location of potential local food sales in Kuningan District. This study uses a descriptive-qualitative research method in the identification of typical/unique culinary tourism in Kuningan. Data collection techniques were carried out through participatory observation, interviews and literature studies. Data collection through observation and interviews was conducted in local government agencies, the travel industry and culinary tourism businesses in Kuningan District. Literature studies cover all concepts and theories related to culinary tourism, especially culinary references in Kuningan. The results obtained from this study indicate that there are quite a lot of potential local food of Kuningan with their own unique identity. Another result is a map of the location of the potential Kuningan local food sales that can be used by stakeholders in developing Kuningan culinary tourism.

The influence of virtual reality on the experience of religious cultural heritage content

PurposeThe purpose of this study is to expand the experience economy model and to determine if this model provides a better understanding of the process of growing intention to continue using religious cultural heritage content delivered digitally and intention to visit religious cultural heritage sites. In particular, it examines the influence of spiritual experience on the evaluation of religious cultural heritage content, comparing delivery via virtual reality (VR) to a web-based experience.Design/methodology/approachIn this study, a representative religious cultural heritage destination, Jerusalem, was chosen as an example for the application. Participants (n = 292) were randomly divided into two groups, one group using the web and the other group experiencing VR. After experiencing the destination virtually, participants completed a survey, the results of which were analyzed using path analysis and multi-group analysis.FindingsThe results suggest that spiritual experience mediates the four elements of Pine and Gilmore (1998) experience economy model and the intention to continue engaging with the content virtually. Intellectual awareness of religious cultural heritage strengthens the spiritual experience, which mediates educational and aesthetic experiences and the successful use of VR and the web. Additionally, for participants experiencing VR, the influence of spiritual experience on the intention to continue using the virtual media to consume content related to religious cultural heritage sites and to visit actual religious heritage sites was stronger than for participants using the web.Originality/valueThis study based on an expanded experience economy model explores the use of digital technologies for the enhancement of spiritual experience. Comparison of web-based and VR content delivery provides important implications for destination marketers in terms of promoting destinations online and encouraging intention to visit actual sites in the future.

Serial mediation: Destination image and perceived value in the relationship between perceived authenticity and behavioural intentions

The aim of study is to determine whether destination image and perceived value have a serial mediating role in the relationship between perceived authenticity and behavioural intentions such as repurchase intention and recommendation in a cultural heritage destination. In this study, the convenience sampling method was used. Results are based on sample were collected through a questionnaire of 443 visitors. Findings demonstrated that both perceived value what refers trade-off between perceived benefits and perceived costs and destination image act as a mediator for the influence of perceived authenticity on behavioural intentions. Furthermore, as simultaneously in a serial model, destination image mediates the relationship between perceived authenticity and perceived value, perceived value mediates the relationship between destination image and behavioural intentions. Study's findings extend the tourism literature by casting light on previously unexamined aspects of repurchase intention and recommendation that contributes to the perceived authenticity of tourists and advancing the sustainable development of cultural heritage tourism.

Tourist Movement Patterns and the Effects of Spatial Configuration in a Cultural Heritage and Urban Destination: The Case of Madaba, Jordan

This study investigated the impact of spatial configuration on tourist movement patterns and its role in managing cultural heritage destinations in the city of Madaba. Understanding tourist movement patterns is important for the development of sustainable tourism practices in cultural heritage destinations, as it can help to identify attractions of high tourist impact and inform the development of strategies to mitigate the negative impacts on site preservation and management. Madaba is one of the largest homes to ancient mosaics and is one of Jordan’s most important cultural heritage tourism destinations. This study was carried out using a variety of methods, including observation, site exploration, tourist diaries, questionnaires, and interviews. Space syntax was one of the spatial analytical tools used to assess connectivity and integration. The study found that the arrangement of attraction points and routes, physical and visual connectivity, accessibility, and the location of tourist activities all influenced the spatial behavior of tourists. The findings of this study can be used to guide management and development policies such as redistributing tourist flow, managing and developing tourism resources, and promoting the adaptation of sustainable tourism.

How Destination Social Responsibility Affects Tourist Citizenship Behavior at Cultural Heritage Sites? Mediating Roles of Destination Reputation and Destination Identification

Cultural heritage tourism, as a typical integration of culture and tourism, has attracted extensive attention in recent years. Although some scholars have already explored the influencing mechanism of tourists’ behavioral intention in cultural heritage destinations, there remains a lack of research on how the social responsibility of cultural heritage tourism destinations affects tourist citizenship behavior. Exploring the formation mechanism of tourist citizenship behavior at cultural heritage sites from the perspective of destination social responsibility, this study intends to provide a theoretical reference for realizing the high-quality development of cultural heritage tourism. In this study, a chain mediation model based on destination reputation and destination identification is constructed to clarify the influencing mechanism of destination social responsibility on tourist citizenship behavior. The structural equation model and bootstrapping methods are applied to conduct empirical tests on 573 valid samples who have experienced cultural heritage tourism. The results show that: (a) the social responsibility of cultural heritage destinations positively affects the tourist citizenship behavior; (b) the destination reputation plays a mediating role between destination social responsibility and tourist advocacy behavior; (c) the destination identification plays a mediating role between destination social responsibility and tourist feedback behavior and tourist advocacy behavior; (d) the destination reputation and destination identification jointly play a chain mediation role between destination social responsibility and tourist citizenship behavior. These research results not only clarify the internal mechanism between the social responsibility of cultural heritage sites and tourist citizenship behavior, but also presented certain significance for practically guiding the destination managers to promote the sustainable development of cultural heritage tourism.

Loyal or not? Determinants of heritage destination satisfaction and loyalty. A study of Lecce, Italy

ABSTRACT This study aims to investigate the factors affecting the decision to revisit a cultural heritage destination and recommend it to others (heritage destination loyalty). A mediation model is directed to understand the role played by intrinsic factors – related to tourists’ personal characteristics – extrinsic factors – the destination heritage offers – and satisfaction – the subjective positive/negative state deriving from the comparison between expectancies (rational expectations and desires) and the visitors’ experience. A quantitative study, concerning a heritage destination in Southern Italy, was carried out. First, the intrinsic and extrinsic factors were identified through an expectancy-value model. Then, the heritage visitors’ satisfaction was assessed according to each phase of the experience. Findings confirm that intrinsic factors have an influence on heritage destination loyalty, and satisfaction plays a mediating role between these constructs. In addition, extrinsic factors have no effect on the revisit intention and the intention to recommend, except through satisfaction. Heritage tourists’ satisfaction contributes to loyalty toward the destination, both directly and independently of the motive for the visit.

Customer Engagement with VR-enabled Tourism Activities at Cultural Heritage Sites

Despite the tremendous amount of academic interest in virtual reality (VR), the existing conceptual models that presented VR attributes as antecedents of users’ acceptance and attitudes, failed to examine the power of VR technologies in promoting the alternative attractiveness of virtual tourism compared to traditional onsite visitation. This is of great significance to the solution of over-tourism issues frequently seen in the today’s tourism destinations, especially world-famous cultural heritage sites. Therefore, the present study fills the literature gap and empirically validates a conceptual framework that shows how visitors’ engagement with VR-enabled tourism activities could lead to an enhanced alternative attractiveness of virtual tourism, and their pro-cultural behaviors. A total of 571 valid responses from US visitors that have adopted VR-enabled tourism activities were collected to confirm the role of four VR attributes, i.e., immersion, vividness, presence, and enjoyment, in motivating users’ engagement behaviors with VR tourism activities. The study findings also testified that visitors who engaged with VR tourism activities are likely to adopt pro-cultural behaviors in the future and assessed the alternative attractiveness of VR tourism against the traditional onsite visitation. The findings will provide valuable implications for policymakers who aspire to preserve the cultural heritage sites while promoting cultural heritage destinations through advanced VR technologies.

Incorporating multidimensional images into cultural heritage destination: does it help to explain and analyse better?

PurposeThe present study aims to examine and explain cultural heritage destination by applying multiple dimension image model (cognitive–affective–conative aspects).Design/methodology/approachA total of 233 international heritage-based tourists were surveyed on-site at some of the most prominent historical attractions in Malacca, one of the first cities in Malaysia declared as a UNESCO World Heritage Site. The covariance-based structural equation modelling was applied to examine the hypotheses.FindingsThe structural equation modelling validated that cognitive image aspects such as living culture, intangible and tangible are affected positively. The effects are statistically significant for conative and affective images. On the other hand, cognitive tangible image is an aspect that impacted affective image to a lesser degree than conative image. Whereas affective image attributes were found to have significant and positive influence on conative image.Originality/valueThis study enriches the limited empirical research study on heritage image conceptualisation by expanding into tri-component model. The destination image has garnered a great deal of attention, particularly due to its significant and impactful influence on the decision-making and the sustainable behaviour of tourists, and it has since become the subject of many studies in the tourism and hospitality literatures. But most research concerning heritage image for destinations has considered the construct uni-dimensionally.

Should we stay, or should we go? The influence of risk perceptions on revisit intentions to cultural heritage during the COVID-19 pandemic

ABSTRACT It is important to understand consumer behavior during the COVID-19 pandemic because it may support organizations to recover. Risk perceptions are likely to play a role in influencing intentions to visit a cultural heritage destination. The goal of this study is to describe risk perceptions and to examine the influence of these perceptions on the revisit intentions to a cultural heritage location during the COVID-19 era in the Netherlands. In this quantitative study, a sample of 470 respondents is used. Our model was tested using structural equation modeling. The results show that the respondents take COVID-19 seriously and that part of the respondents do not feel comfortable taking domestic trips. Nevertheless, the respondents have faith in the hygiene measures taken by the location they have visited earlier, and they believe a revisit would still be satisfactory. Whilst the model shows a good fit with the data, contrary to expectations, there is no relationship between six risk perceptions and the revisit intention. The study stresses the importance of establishing relationships with existing visitors and building upon their trust.

How a hierarchical governance structure influences cultural heritage destination sustainability: A context of red tourism in China

A growing recognition has been observed regarding destination governance in tourism sustainability. Given the hierarchical structure still takes an essential role in destination governance, how this governance structure impacts the sustainability of heritage tourism destinations remains unclear. This research focuses on red tourism destinations in China to analyse how a hierarchical governance structure may incur destination sustainability issues. Using a qualitative case study, the results summarized two streams of conflicts in destination management process: vertical conflicts between central and local governance levels, and horizontal conflicts at local governance level between different stakeholders. Results show that both vertical and horizontal conflicts influence the cultural heritage sustainability in terms of preservation and enhancement, and the conflicts originate from the attributes of hierarchical governance structure. The research supplements the current knowledge of how the hierarchical governance structure influences the sustainability of heritage destinations and provides practical implications to Chinese red tourism destinations.

Impact of cultural heritage rejuvenation experience quality on perceived value, destination affective attachment, and revisiting intention: evidence from China

ABSTRACT Based on responses from 504 tourists from four well-known cultural heritage destinations in Chongqing, China, structural equation modelling is conducted examine the relationship among cultural heritage rejuvenation experience quality, perceived value, destination affective attachment, and revisiting intention. Results indicated that perceived value positively correlated with destination affective attachment and revisiting intention; museum rejuvenation experience quality, former site rejuvenation experience quality, and cultural products rejuvenation experience quality variables positively correlated with perceived value; former site rejuvenation experience quality and cultural products rejuvenation experience quality positively correlated with destination affective attachment and revisiting intention.

Heritage Attachment and Tourist Behavior in Cultural Heritage Destinations during a Pandemic toward Development of a Strategic Policy Model

The impact of COVID-19 on a tourism destination contributed to the new landscape in tourism research primarily related to the changing tourist behavior over time due to any crisis. This study examines the relationship between heritage attachment and tourist behavior in visiting Cultural Heritage Destinations (CHD) in the province of Iloilo and how these constructs vary across the current condition, including the impact of COVID-19 on tourist travel. The data collected addressed the changing tourist behavior in visiting cultural heritage destinations in the province of Iloilo, Philippines, during the COVID-19 pandemic. Conversely, there is still a lack of research about the expanded TPB on tourists’ attitudes, subjective norms, perceived behavioral control and revisit intention relative to the heritage attachment in cultural heritage destinations in the Philippines. Respondents of the study were 292 tourists who visited the cultural heritage destinations in Iloilo distributed among at least 30 tourists in the province’s top ten cultural heritage sites, places, and attractions. The noted limitation was the classification of tourists, which only targeted local or domestic tourists who were the primary respondents due to pandemics. The findings depicted significant associations between the current condition, heritage attachment, and tourist behavior. However, heritage attachment (motivation and preferences) has a high value of dependence, thus proving that heritage attachment gives value to a tourist to revisit a destination with resilient conditional factors as the results of the study. Furthermore, the study provided new constructs in heritage attachment (motivations and preference) and extended the Theory of Planned Behavior (TPB) to contribute substantially to this research. The result of the study apropos on these constructs was favorably high in all indicators and significantly explains the strong relationship between heritage attachment and the level of tourist behavior by employing both regression and PLS-SEM, thus supporting this research’s theoretical foundation. The practical implication of this research was provided by formulating a structural model which defines the objective of developing a strategic policy model for preserving the historical identity and sustainability of CHDs in the host province.