Heritage Destination Research Articles

Accessing vicarious nostalgia and memorable tourism experiences in the context of heritage tourism with the moderating influence of social return

PurposeHeritage tourism is an increasingly popular form of tourism that allows individuals to connect with the past and immerse themselves in cultural and historical narratives. Hence, the purpose of this study is to explore the intricate relationships among vicarious nostalgia (VNOS), memorable tourism experiences (MTEXs) and their collective influence on tourists’ behavioral intentions (BINTs). Additionally, this study examines the moderating effect of social return (SN) in the context of heritage tourism.Design/methodology/approachData were gathered using a self-administered questionnaire from 259 tourists visiting heritage sites in Jaipur. The proposed model was tested using structural equation modeling.FindingsThe results confirmed that VNOS had a significant positive impact on BINT in the context of heritage tourism. The causal relationship between VNOS and BINT was fully mediated by MTEX. The results further verified that the presence of SN strengthens the association between MTEXs and BINT.Practical implicationsThis research will guide the firms associated with heritage tourism to target specific cohorts interested in heritage tourism. Policymakers may find it easier to create unique offerings and packages that appeal to visitors interested in historical sites and produce memorable travel experiences. One key implication is to create “social media friendly spaces” at different locations of the sites. To increase tourism, managers may use the findings from this research to create plans for the ethical promotion and protection of cultural and natural heritage sites.Originality/valueOverall, this research advances the understanding of the role of VNOS in heritage tourism by elucidating its cognitive and emotional aspects and their subsequent influence on the memorability of tourist experiences and BINT s. Additionally, by considering the moderating effect of SN, this study provides a comprehensive view of how these factors collectively shape tourists’ decisions and actions in the context of heritage destinations. This research has been conducted in the heritage city of Jaipur (North-Western India), which, surprisingly – despite its popularity as a heritage tourism site – has not been sufficiently explored in the scholarly research.

Viewpoints on AR and VR in heritage tourism

In recent years, the emerging digital technologies of VR and AR have had practical applications for visitors in the tourism sector. The purpose of this study was to identify the usage of VR and AR in heritage tourism based on the experience of tourists. Twenty-two thousand user reviews about AR and VR from websites in the field of tourism were extracted by Python and analyzed with text mining techniques. The usages are classified into six main categories: Introducing the heritage, helping to recognize the heritage, encouraging the desire to visit and facilitating the possibility of visiting the heritage, the effectiveness of managing the costs of the visit, and the possibility of sensory experience. These six categories, in the form of “heritage identification” and “heritage experience,” enhance visitors' information about heritage destinations, increase the quality of the visit experience, and ultimately improve visitor satisfaction. The results of this study can inform tourism marketing and future technology integration. Therefore, this area should be paid attention to by tourism professionals, and the advantages can be harnessed to create sustainable virtual experiences.

Visitors’ heritage location choices in Amsterdam in times of mass tourism: a latent class analysis

ABSTRACT The popularity of must-see tourism destinations raises concerns about negative impacts including pollution, vandalism, and overcrowding in cultural heritage sites and the surrounding landscape. To address these challenges, understanding visitors’ choice behavior and motivations is essential. This study aims to identify visitor segments based on their location choice and formulate policy recommendations to address overtourism challenges by examining visitors’ choice behavior in a stated choice experiment. It provides evidence-based policy suggestions for mitigating mass tourism effects. The choice experiment was implemented in an online survey which was completed by a sample of 437 individuals who had paid a visit to Amsterdam in recent years. The results shed light on how individuals trade-off location attributes in making a choice between heritage destinations. A latent class analysis revealed three segments which can be labeled as cultural-attraction seekers, selective sightseers, and city-life lovers. The results show that crowdedness and entrance fees for additional experiences significantly influence visitors’ location choices across all segments.

Analyzing the Influence of Visitor Types on Location Choices and Revisit Intentions in Urban Heritage Destinations

Understanding visitors’ spatial choice behavior is important in developing effective policies to counteract overcrowdedness in attractive urban heritage areas. This research presents a comprehensive analysis of visitor location choice behavior, aiming to address two primary objectives. First, this paper investigates the relationship between visitor segments and the choice of particular Points of Interest (POIs). Second, this paper explores the impacts of visitors’ experiences and visitor segments on their revisit intentions. We used a sample of 320 visitors who had been to Amsterdam within the last five years to collect data about their location choice behavior and intention to revisit after a recent visit to the city. Combining the revealed choices and intentions of pre-defined visitor segments obtained from a stated choice experiment, association rules are extracted to reveal differences in the patterns of behaviors related to the segment. The findings identify associations between various POIs, including museums such as the Rijksmuseum and Madame Tussauds, and visitor classes, which include “cultural attraction seekers”, “selective sightseers”, and “city-life lovers”. Furthermore, binary logistic regression analysis reveals that affective experiences, such as feelings of comfort, happiness, and annoyance, have a significant influence on visitors’ intentions to revisit the destination in the future. This research found that “cultural attraction seekers” and “selective sightseers” display a higher likelihood of considering a return visit to the city.

ATTRACTIVENESS OF THE OLD TOWN TO STRENGTHEN THE IMAGE OF THE CITY OF SEMARANG

A good city must have a city Image where the perception of the city image is based on the process of observation, memory, attitude, and feelings that are directly created. The Old City as an urban heritage destination has its charm for visitors to the city of Semarang, which in turn has contributed to the image of the city of Semarang. This study aims to determine how the attractiveness of the old city strengthens the image of Semarang City and what factors support. This can promote the physical and non-physical sustainability of the old city, so that people get to know the city of Semarang through the old city. The results of this study found that the Old City of Semarang contributed to the formation of the image of the city of Semarang but was not too strong. This is influenced by the attractiveness of the old city which is visually different from its surroundings where the forming elements have a strong characteristic. Keywords: City Image, Attractiveness, Old Town

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.

How to Increasing Memorable Tourism Experiences at Heritage Destination

Background: This study aims to investigate the effect of destination image, self-congruity, and visitor engagement on memorable tourism experiences. Method: Tourists who visited Borobudur Temple were used as respondents who were taken using convenience techniques, as many as 150 questionnaires were distributed and analysed using multiple linear regression analysis with the SPSS version 28 statistical tool. Results: The results showed that all the hypotheses tested in this study were accepted. Image destinations play the most important role in increasing MTE, next are visitor engagement and self-congruity. The results of this study provide evidence that the tourist experience is an important emotional element for visitors to interact in their tourism activities. The substantial of the destination image, self-congruity, and visitor engagement will further increase the MTE. Conclusion: The antecedents of Memorable Tourism Experiences that exam in this research is an important element for the tourism business so that it can foster memories and memorable experiences for visitors when they carry out tourism activities.

Interpreting the impact of augmented reality on heritage tourism: two empirical studies from World Heritage sites

ABSTRACT The promotion of tourism experiences through Augmented Reality (AR) technology has become a hot topic in current tourism research. Nevertheless, in heritage tourism research, when AR technology is adopted in heritage destinations, empirical studies on tourist responses still need to be further investigated. To bridge this research gap, this study constructed a theoretical model based on the stimulus organism response (SOR) and presence theories to explore the influence of authenticity (object-based and existential authenticity) on tourist presence perception and behavioral intention. The survey data revealed that, based on these two different World Heritage sites in Beijing (The Forbidden City) and Macao (Ruins of St. Paul's), China, presented through AR, similar findings were revealed, i.e. two different kinds of authenticity affect the formation of tourists’ presence and further influence tourists’ travel intentions. This current study extends the SOR theory by integrating object-based authenticity, existential authenticity, and presence into a theoretical model. In addition to this, the findings presented in the study can contribute to heritage site managers’ knowledge of how AR affects the heritage tourism experience of visitors as well as the marketing of heritage sites.

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.

Direct and moderating effects of COVID-19 on cultural tourist satisfaction

This paper proposes a model to determine the direct and moderating effects of COVID-19 on the overall satisfaction of cultural tourists with the heritage destination visited. The hypotheses put forward in the model have been tested employing non-linear structural equation models (SEM), estimated with data from the Resident Travel Survey of the National Statistics Institute (NSI), on domestic demand for cultural tourism in Spain. The data analyzed covers both a pre-covid and pandemic period, from January 2019 to September 2021. The results confirm that COVID-19 significantly impacted the decrease in cultural tourists' satisfaction with the visit. It highlights the negative relationship between cultural tourists' socioeconomic profile and satisfaction. This research provides knowledge on the impact of COVID-19 on the behavior of cultural tourists, with practical implications for the design of tourism policies for the promotion and marketing of heritage destinations through differentiated marketing that increases satisfaction for this demand segment in crisis scenarios.

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

The Role of Digital Marketing as a Resilience Factor in Cultural Heritage Tourism: A Conceptual Paper

This paper aims to investigate the effects of online destination brand experience, destination brand authenticity, and ethical digital destination marketing on the behavioural intentions of cultural heritage tourism destinations. In this study, a sample of 315 respondents will be collected among the tourists at cultural heritage destinations in Malacca and Penang, Malaysia. The types and sources of data in this investigation will be based on quantitative data, which is primary data obtained through questionnaires. The sampling technique was a purposive sampling technique. The data collection method used in this research is allocating an opinion poll online using Google Forms. The findings of this research will be beneficial for tourism marketers in forming a strategy to attract travellers and enhance the destination’s brand image.

The intersection of landscape values for tourists and residents in a mining heritage destination: a case study of Jiufen in Taiwan

ABSTRACT The purpose of this study is to explore the competing claims of two tourism stakeholders, local residents and tourists, for the best possible interpretation of the cultural landscape of Jiufen, a mining heritage destination in Taiwan, using the social representation theory. The study uses the conceptual tool of social landscape connectivity to examine the linkages among various levels of access to cultural landscapes for residents and tourists in its current state of tourism development. In-depth interviews were conducted with 18 local residents and 16 tourists using purposive and snowball sampling. Results indicated that representations of cultural landscape consist of four interconnected themes: memory linking the past to the present, collective identity, belongingness, and mass tourism destinations. However, opinions regarding precisely what representations comprised the best possible cultural landscapes for tourism were inconsistent. The ramifications of value co-creation in a mining heritage destination’s sustainable development are discussed.

Examining the ritualized experiences of intangible cultural heritage tourism

This study systematically conceptualizes and evaluates the dimensionality of ritualized experiences in intangible cultural heritage (ICH) tourism, a nascent and galvanizing product genre that has received scant research attention. It also investigates the interrelationships among ritualized ICH tourism experiences and other key subtle constructs of subjective vitality, self-congruity, and engagement, which are integral to the affective outcomes of cultural tourists yet under-researched in heritage settings. Structural equation modeling (SEM) of data from 357 attendees of a local fair in the heritage-rich Chinese destination of Suzhou confirmed the four-factor dimensionality of ritualized ICH tourism experiences: uniqueness, commitment, ceremoniality, and nonfunctionality. The mediating role played by self-congruity in the positive relationship between ritualized experiences and attendant engagement is also verified. This study adds to the extant research by enriching knowledge on rituality in heritage destination contexts and offering practical references for leveraging the economic and sociocultural values of the destination at large.

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.

Assessment of Intramuros Restaurant Services : Basis for Food Tourism as an Attraction of a Heritage Destination

The tourists’ desire to experience local culture and heritage makes heritage sites an important attraction in destinations. Being considered an inseparable part of cultural and heritage tourism, food is an important aspect that is beneficial for the community’s economic sustainability and the social life of tourists, visitors, and usual diners. This research aimed to determine the assessments of diners on Intramuros restaurants, on the three components of guest experience with the intent of exploring food tourism as a destination attraction to promote this heritage site. It was descriptive-exploratory research using a researcher-made questionnaire to survey the assessment of 75 diner respondents in Intramuros restaurants who were selected through a purposive sampling technique. The findings of the study suggested that the respondents were satisfied with the three components of the guest experience namely: service product, service environment, and service delivery system. The respondents’ satisfaction with restaurant services offered in the destination played a significant role in their revisit and recommendation intentions where the result related a high level of likelihood of revisit and recommendation intentions among diners. Further, it determined that the top three types of food service preferences are casual dining, fine dining, and banchetto (feast). The top recommendation among five indicators in terms of food tourism activities in Intramuros, a cultural heritage site, was to associate cultural shows with the dining experience.

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.

Analyzing Online Reviews to Uncover Customer Satisfaction Factors in Indian Cultural Tourism Destinations.

Tourism to Indian heritage destinations has been on the rise due to the increasing demand for heritage tourism. Increasing customer satisfaction and promoting Indian culture require tourism businesses to understand factors influencing tourists' experiences and behavior towards these destinations. Therefore, this study analyzes four popular heritage tourist destinations in India by using online reviews collected from Google Travel. Data are refined, processed, and visualized using the R programming language and UCINET 6.0. Furthermore, we explore the fundamental framework and interconnections among these characteristics through the utilization of exploratory factor analysis and linear regression analysis with the assistance of the SPSS software package. Based on customer reviews obtained from Google Reviews, an analysis was conducted on 6618 reviews of four heritage tourism destinations in India. From the top 60 words, four clusters of words were created, including "Physical characteristic", "Cultural and historical link", "atmosphere", and "area". Through explanatory factor analysis and linear regression analysis, we found that Physical characteristic, Cultural and historical link, atmosphere, and area all play a significant role in customer satisfaction. This study provides heritage destination managers and Indian government with insights into which attributes impact customer satisfaction the most and offers valuable marketing insights. As a result of this study, we are able to gain a greater understanding of the Indian heritage tourism market, and in doing so, we provide businesses with implications on how to enhance customer service.

Smart positioning: how smart technologies can increase the attractiveness of heritage tourism destinations? The case of a small-scale Hungarian heritage city

ABSTRACT Small-scale heritage towns usually face fierce competition from surrounding destinations, particularly in peripheral rural areas where tourism holds important possibilities for regional development. This study examines on-site smart tourism technology as a tool to increase attractiveness and differentiation of heritage destinations using examples of Hungarian destinations. The research seeks to answer the question whether a small-scale heritage destination can become a more attractive destination due to technology from the perspective of potential tourists. The paper analyzes quantitative data collected from 537 potential tourists. Principal component analysis was used to identify the factors considering attractive and differential on-site technologies. A regression model was created to examine how these factors affect the potential tourist's decision-making: whether heritage towns with smart on-site tools are too similar to towns that do not use such technologies. Three factors of on-site technologies have been identified: digital sightseeing, smart attractions, and smart infrastructure. According to the regression model, digital sightseeing is the key pull factor, but smart attractions and smart infrastructure also have a positive effect in small towns. The study presents the first empirical research on the effect of smart technology on positioning small-size heritage towns based on demand-side research.