Loyal or not? Determinants of heritage destination satisfaction and loyalty. A study of Lecce, Italy.

This study aims to investigate the factors affecting the decision to revisit a cultural heritage destination and recommend it to others (heritage destination loyalty). A mediation model is directed to understand the role played by intrinsic factors – related to tourists’ personal characteristics – extrinsic factors – the destination heritage offers – and satisfaction – the subjective positive/negative state deriving from the comparison between expectancies (rational expectations and desires) and the visitors’ experience. A quantitative study, concerning a heritage destination in Southern Italy, was carried out. First, the intrinsic and extrinsic factors were identified through an expectancy-value model. Then, the heritage visitors’ satisfaction was assessed according to each phase of the experience. Findings confirm that intrinsic factors have an influence on heritage destination loyalty, and satisfaction plays a mediating role between these constructs. In addition, extrinsic factors have no effect on the revisit intention and the intention to recommend, except through satisfaction. Heritage tourists’ satisfaction contributes to loyalty toward the destination, both directly and independently of the motive for the visit.