The link between travel motivation and satisfaction towards a heritage destination: The role of visitor engagement, visitor experience and heritage destination image

• Published in: Tourism management perspectives 2020-04, Vol.34, p.100634, Article 100634
• Main Authors: Su, Diep Ngoc, Nguyen, Nguyen An Ngoc, Nguyen, Quynh Nhu Thi, Tran, Thao Phuong
• Format: Article
• Language: English
• Subjects: Heritage destination image; Satisfaction; Travel motivation; Visitor engagement; Visitor experience
• ISSN: 2211-9736; 2211-9744
• DOI: 10.1016/j.tmp.2020.100634

There are shortcomings in studying tourist satisfaction from the direct effect of travel motivation. The current study constructed an integrated model of motivation-satisfaction towards a heritage destination with the addition of experience-related factors and destination image. Unlike previous studies mainly focusing on pre or after the experience, this research employed a survey aiming at tourists during their on-site experiences. By using Partial Least Square-Structural Equation Modeling, the proposed structural model was tested with a sample of 352 visitors at Hoi An UNESCO World Heritage Site, Vietnam. Motivation had significant effects on visitor engagement, visitor experience, and heritage destination image, which in turn led to heritage tourists' satisfaction. The indirect link between motivation and satisfaction was also confirmed, contributing to a better understanding of the formation of satisfaction in the context of heritage tourism. Practical implications are provided for Destination Management Organizations (DMOs) of heritage sites. •Constructs a model of tourist satisfaction towards a heritage destination.•Tests a structural model using PLS-SEM.•Validates the indirect relationship between motivation and satisfaction.•Provides heritage destination organizations with practical implications.