Perceived value, satisfaction and loyalty in a World Heritage Site Alhambra and Generalife (Granada, Spain)

A study on the Alhambra and Generalife, a UNESCO World Heritage Site (WHS) in Granada, Spain, reveals that perceived value significantly influences tourist satisfaction, which in turn enhances loyalty to the site. This relationship confirms findings from previous research but is the first to apply this model specifically to the Alhambra and Generalife. Using structural equation modeling on 1,612 surveys, the study demonstrates how positive assessments of heritage destinations foster emotional bonds with tourists, guiding future tourism strategies for such sites.

Valverde-Roda, J., Moral-Cuadra, S., Aguilar-Rivero, M., & Solano-Sánchez, M. Á. (2022). Perceived value, satisfaction and loyalty in a World Heritage Site Alhambra and Generalife (Granada, Spain). International Journal of Tourism Cities, 8(4), 949–964. https://doi.org/10.1108/ijtc-08-2021-0174