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Destination Attractiveness and Memorable Travel Experiences in Silk Road Tourism in Uzbekistan

Author

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  • Murodjon Raimkulov

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

  • Husanjon Juraturgunov

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

  • Young-joo Ahn

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
    Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

Abstract

This study explored the relationships between destination attractiveness, satisfaction, the sense of reliving, and loyalty among American tourists who had experienced Silk Road tourism in Uzbekistan. In addition, this study investigated the mediating role of the sense of reliving with regard to satisfaction and loyalty. A total of 477 respondents participated and were used for the final analysis. The results suggest that destination attractiveness includes multidimensional constructs consisting of five dimensions, namely, cultural attractiveness, natural attractiveness, the local people and superstructure, infrastructure, and price attractiveness. Cultural attractiveness, the warm hospitality of local people, and the superstructure appear to be the competitive attributes of Silk Road tourism in Uzbekistan affecting tourist satisfaction. Furthermore, the results reveal that tourist satisfaction increases loyalty. A mediating role of the sense of reliving with regard to satisfaction and loyalty was also confirmed. Tourists remember their travel experiences upon returning home, relive Silk Road travel experiences, and demonstrate their behavioral intentions. These findings can provide a deeper understanding of destination attractiveness and memorable experiences for increasing loyalty to destinations related to Silk Road tourism in Uzbekistan.

Suggested Citation

  • Murodjon Raimkulov & Husanjon Juraturgunov & Young-joo Ahn, 2021. "Destination Attractiveness and Memorable Travel Experiences in Silk Road Tourism in Uzbekistan," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:2252-:d:502154
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    References listed on IDEAS

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    5. Xiaoting Chi & Seul Ki Lee & Young-joo Ahn & Kiattipoom Kiatkawsin, 2020. "Tourist-Perceived Quality and Loyalty Intentions towards Rural Tourism in China," Sustainability, MDPI, vol. 12(9), pages 1-18, April.
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    Cited by:

    1. Ziyan Yin & Anmin Huang & Jiashu Wang, 2023. "Memorable Tourism Experiences’ Formation Mechanism in Cultural Creative Tourism: From the Perspective of Embodied Cognition," Sustainability, MDPI, vol. 15(5), pages 1-18, February.
    2. Shuxian Li & Shan Jiang, 2023. "The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    3. Young-joo Ahn, 2021. "City Branding and Sustainable Destination Management," Sustainability, MDPI, vol. 14(1), pages 1-4, December.
    4. Zoirova Shokhsanam & Young-joo Ahn, 2021. "Employee Service Quality at Uzbekistani Halal Restaurants Amid the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(10), pages 1-14, May.
    5. Young-joo Ahn & Jeanne Bessiere, 2022. "The Relationships between Tourism Destination Competitiveness, Empowerment, and Supportive Actions for Tourism," Sustainability, MDPI, vol. 15(1), pages 1-16, December.
    6. Young-joo Ahn & Jeanne Bessiere, 2022. "The Role of Participative Leadership in Empowerment and Resident Participation," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    7. Nur Izzati Ab Ghani & Muhamad Nasyat Muhamad Nasir & Zanariah Mohd Nor & Raja Noor Syuhaida Raja Yahya & Rafazila Ramli & Norhilmi Muhammad & Fazida Karim, 2021. "Identifying Destination Attractiveness of Kuala Terengganu Perceived by Domestic Tourist," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 11(9), pages 399-408, September.
    8. Mohammad Nematpour & Masood Khodadadi & Sarasadat Makian & Mohammad Ghaffari, 2023. "Future scenarios for improving Iran's overall destination image and attractiveness: A supply‐side perspective," Futures & Foresight Science, John Wiley & Sons, vol. 5(1), March.
    9. Xiaoping Gu & Carter A. Hunt & Xiang Jia & Lijun Niu, 2022. "Evaluating Nature-Based Tourism Destination Attractiveness with a Fuzzy-AHP Approach," Sustainability, MDPI, vol. 14(13), pages 1-23, June.
    10. Enrique Marinao-Artigas & Karla Barajas-Portas, 2021. "A Cross-Destination Analysis of Country Image: A Key Factor of Tourism Marketing," Sustainability, MDPI, vol. 13(17), pages 1-20, August.
    11. Husanjon Juraturgunov & Murodjon Raimkulov & Young-joo Ahn & Eunice Minjoo Kang, 2023. "World Heritage Site Tourism and Destination Loyalty along the Silk Road: A Study of U.S. Travelers in Uzbekistan," Sustainability, MDPI, vol. 15(13), pages 1-21, June.

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