Effect of Destination Image and Satisfaction on Loyalty of Heritage Tourists: Presenting a Conceptual Model

Case Study: Sheikh Safi Al-din Ardabili collection

Abstract

: The basis for the restoration, preservation and prosperity of historical buildings in Iran is directly related to the attraction of heritage tourists. Therefore, the purpose of this study was to investigate the effect of destination image and satisfaction on heritage loyalty in a conceptual model based on the visitors of Sheikh Safi Al-din Ardabili collection (Ardabil city, Iran). The research method was descriptive-survey and the sample size selected 375 people by using available sampling method and Cochran formula (with unspecified population size). Data analysis was performed using SPSS22 and AMOS software. Findings showed that most of the respondents had relatively satisfactory satisfaction with the visit to the collection. According to the results of SEM, the most effective variables related to image of destination, satisfaction and loyalty were variables of awareness and knowledge, costs and variable of revisiting tourists, respectively. Also, the image of destination has a significant effect on satisfaction, but the effect of the image of destination on the loyalty of heritage tourists is mediated by the satisfaction mediator variable. Therefore, the mere focus of heritage tourism marketing programs on enhancing the image of destination among heritage tourists does not necessarily lead to increased tourists' return visits to the collection. Therefore, the mere focus of heritage tourism marketing programs on enhancing the image of destination among heritage tourists does not necessarily increase the revisiting tourists to the collection. But paying attention to satisfaction variables, especially in terms of reducing tourism costs and increasing feeling of secure, can be effective.