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Tourist Experience, Tourist Motivation and Destination Loyalty for Historic and Cultural Tourists

Juan Zhang and John Walsh

Pertanika Journal of Social Science and Humanities, Volume 28, Issue 4, December 2020

DOI: https://doi.org/10.47836/pjssh.28.4.43

Keywords: Destination loyalty, historic and cultural tourism, mediating effect, tourist experience, tourist motivation

Published on: 24 December 2020

The main purpose of this study was to investigate the relationship between tourist experience, tourist motivation and destination loyalty for historic and cultural tourists. A survey of 1,389 tourists who visited Sheqi, an ancient town in center China was conducted as the basis for empirical analysis. The results of this study revealed that tourists’ experience influenced destination loyalty positively, and tourist motivation mediated the effect of tourist experience on destination loyalty significantly.

ISSN 0128-7702

e-ISSN 2231-8534

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