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Tourist Satisfaction and Destination Loyalty in Heritage Sites of Shiraz, Iran

Experiencing Persian Heritage

ISBN: 978-1-78754-813-8, eISBN: 978-1-78754-812-1

Publication date: 6 September 2019


This chapter examines the relationship between destination image and loyalty, and empirically determines the constructs that may influence tourist satisfaction with heritage tourism, which ultimately influences destination loyalty. Using data collected in the cultural heritage sites of Shiraz, Iran, it employs structural equation modeling for analysis. Evidence from the study results indicates that heritage tourists’ perception of destination image has a positive effect on their satisfaction and revisit intentions. This analysis provides insights into the behavioral intentions which may serve as an appropriate basis to boost tourist visits and revisits to a heritage destination.




The authors wish to acknowledge the anonymous editors and reviewers for their detailed and helpful comments to the manuscript.


Hashemi, S., Kiumarsi, S., Marzuki, A. and Anarestani, B.B. (2019), "Tourist Satisfaction and Destination Loyalty in Heritage Sites of Shiraz, Iran", Experiencing Persian Heritage (Bridging Tourism Theory and Practice, Vol. 10), Emerald Publishing Limited, Leeds, pp. 243-255.



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