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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.

Rivalry among conference centers has greatly increased in the past few years. It is thus important to adequately comprehend the critical characteristics of conferences, including those associated with their facilities and services. This chapter explores the impacts of conference quality and perceived value on attendees’ behavior in Malaysia. A questionnaire was administered to international attendees of nine academic association conventions held in Malaysia in 2016. Partial least squares structural equation modeling was applied to the collected data using Smart-PLS software. Results capture the positive impacts of service quality and perceived value on behavioral intention. Delegate perspectives regarding the significance of some facilities and services are further appraised.