The purpose of this study is to investigate marketing theories applied to cultural organizations and destinations, namely heritage personality, intended as the identity and the image of a tourist destination perceived by visitors (Di Vittorio et al., 2019), visitor’s satisfaction (Wilkie, 1994; Guido, 2014) and destination loyalty (Prayag and Ryan, 2012) composed of the two sub-dimensions, i.e. intention to return and word-of-mouth (WOM). Ekinci and Hosany (2006) demonstrate that the tourist destination personality has a positive impact on WOM. We hypothesize that also heritage personality, mediated by visitor satisfaction, could affect intention to return.
Heritage Personality as Determinants of Destination loyalty and the mediating role of satisfaction
de Cosmo Lucrezia Maria;
2021-01-01
Abstract
The purpose of this study is to investigate marketing theories applied to cultural organizations and destinations, namely heritage personality, intended as the identity and the image of a tourist destination perceived by visitors (Di Vittorio et al., 2019), visitor’s satisfaction (Wilkie, 1994; Guido, 2014) and destination loyalty (Prayag and Ryan, 2012) composed of the two sub-dimensions, i.e. intention to return and word-of-mouth (WOM). Ekinci and Hosany (2006) demonstrate that the tourist destination personality has a positive impact on WOM. We hypothesize that also heritage personality, mediated by visitor satisfaction, could affect intention to return.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
