IDEAS home Printed from https://ideas.repec.org/a/taf/rcitxx/v24y2021i12p1735-1748.html
   My bibliography  Save this article

An empirical investigation on heritage destination positioning and loyalty

Author

Listed:
  • Madhurima Deb

Abstract

There is shortcoming in studying tourist destination loyalty without considering the types of tourists and heritage destinations simultaneously. Hence the present study intends to understand the type of positioning to be employed across hedonic vs utilitarian destinations so that overall destination loyalty can be enhanced. To attain the above objective data was collected from 836 tourists across two UNESCO world heritage sites. Survey data was collected and was analyzed using quantitative technique like SEM and CFA. The findings suggest that, (i) heritage destination perceived as hedonic (or utilitarian) still has the potential to offer utilitarian (or hedonic) benefits. Perception of destination image in case of familiar destination can change through positioning. However, utilitarian positioning of any destination type fails to leverage the overall image, emotional bonding and loyalty. The present study is one of its kind to explore how positioning can change brand image and improve destination loyalty. Practical implications are provided for Heritage destination marketer and managements for managing and positioning of the heritage sites.

Suggested Citation

  • Madhurima Deb, 2021. "An empirical investigation on heritage destination positioning and loyalty," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(12), pages 1735-1748, June.
    • Handle: RePEc:taf:rcitxx:v:24:y:2021:i:12:p:1735-1748
    DOI: 10.1080/13683500.2020.1803806
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/13683500.2020.1803806
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/13683500.2020.1803806?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ibrahim Mohamed Ibrahim Elassal & Ricardo David Hernandez-Rojas & Luz Arelis Moreno Quispe, 2023. "Loyalty to World Heritage Cities: A Case Study of the Historic Ibn Ṭūlūn Mosque in Cairo (Egypt)," Sustainability, MDPI, vol. 15(17), pages 1-16, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rcitxx:v:24:y:2021:i:12:p:1735-1748. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rcit .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.