Tourists’ revisit intention to UNESCO world heritage sites in a developing nation: Investigating the mediating role of place dependence

Abstract

The purpose for this study is to examine the factors affecting tourists’ revisit intention to UNESCO World Heritage Sites in a developing nation. Additionally, the mediating role of place dependence on this relationship is also inspected. Data were collected via a structured questionnaire from 300 foreign tourists visiting heritage sites in Penang, Malaysia, and were analysed via the Partial Least Square-Structural Equation Modelling (PLS-SEM) approach. Empirical results revealed that emotion of joy, love, and positive surprise, and place dependence affect tourists’ revisit intention to UNESCO World Heritage Sites in a developing nation. Furthermore, the indirect influence of the emotion of positive surprise on tourists’ revisit intention to UNESCO World Heritage Sites via place dependence was the strongest, with the emotions of joy and love ranking behind. The findings suggest that tourism authorities, tourism practitioners, and tourism managements should actively engage with existing tourists and potential tourists via digital marketing platforms and social media marketing tools in order to create long-term engagement and promote the connection of heritage tourism to personal feelings in a memorable way. This permits gathering of high volumes of information from other tourists who share their exciting travel-related details of their visits to UNESCO World Heritage Sites. This study adds the current body of knowledge by furnishing a better empirical understanding of the significant evidence to support the notion that returning tourists (i.e. repeaters) are heavily influenced by emotional aspects and bonding arising from their positive memory during the visit. Directions for future research are also offered.