Emotional Perception and Cultural Motivation on Loyalty to a World Heritage Sites Destination

A study on the UNESCO World Heritage Site of Sucre, Bolivia, reveals that the perceived value of heritage destinations is significantly influenced by both emotional experiences and cultural motivations. This finding challenges the traditional focus solely on functional or tangible attributes, highlighting the importance of intangible factors in shaping visitor perceptions. The research also demonstrates a strong link between perceived value and tourist loyalty, with the origin of the tourist acting as a moderating variable—particularly influential for domestic visitors. Using structural equation models (SEMs), the study analyzed data from interviews with Sucre visitors, offering new insights into how emotional and cultural dimensions can drive long-term attachment to heritage sites.

PEREZ GALVEZ, J. C., FUENTES JIMENEZ, P. A., RODRIGUEZ GUTIERREZ, P., MEDINA VIRUEL, M. J.,. (2023). EMOTIONAL PERCEPTION AND CULTURAL MOTIVATION ON LOYALTY TO A WORLD HERITAGE SITES DESTINATION. GeoJournal of Tourism and Geosites, 49(3), 1165–1175. https://doi.org/10.30892/gtg.49331-1115