Tour Guide and Tourist Loyalty Toward Cultural Heritage Sites: A Signaling Theory Perspective*

Tour guides at Petra World Heritage Site significantly influence tourists' loyalty, both directly and indirectly, by shaping their experience and satisfaction. This finding emerges from a study applying signaling theory and the stimulus-organism-response framework, analyzed through structural equation modeling with a sample of Petra visitors. The research reveals that tour guides act as key signals, mediating the relationship between tourist engagement and long-term loyalty. This work advances understanding in heritage tourism by highlighting the pivotal role of human guides in fostering visitor commitment, offering valuable insights for both theory and practical management.

Alazaizeh, M. M., Jamaliah, M. M., Alzghoul, Y. A., & Mgonja, J. T. (2022). Tour Guide and Tourist Loyalty Toward Cultural Heritage Sites: A Signaling Theory Perspective*. Tourism Planning & Development, 21(3), 255–275. https://doi.org/10.1080/21568316.2022.2095663