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Tourist loyalty and intangible cultural heritage: the case of Popayán, Colombia

Tourist loyalty and intangible cultural heritage: the case of Popayán, Colombia The purpose of this paper is to analyse the loyalty of the tourists who visit a city with an important heritage event: The Holy Week Processions in the city of Popayán (Colombia), recognised by UNESCO as Intangible Cultural Heritage.Design/methodology/approachThis research focuses on determining the mediating effect of the perception of the processions and the evaluation of the elements of the destination during a visit to the city by using a sample of 615 tourists. The software tool used in this research is the Smart partial least squares.FindingsResults show that the motivations of the visitor are not enough by themselves to guarantee loyalty regarding the destination, but other variables are needed such as the perception of the processions and the evaluation of the elements of the destination, through which the motivation acquires a true meaning to secure the tourist’s loyalty.Practical implicationsThe principal practical implication of this research is offering to the stakeholders involved in the promotion and organisation of this event an opportunity to undertake and review actions for improvement.Originality/valueThis research seeks to enlighten the interaction between heritage, sustainability and heritage in Latin America. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Cultural Heritage Management and Sustainable Development Emerald Publishing

Tourist loyalty and intangible cultural heritage: the case of Popayán, Colombia

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References (74)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2044-1266
DOI
10.1108/jchmsd-06-2019-0062
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to analyse the loyalty of the tourists who visit a city with an important heritage event: The Holy Week Processions in the city of Popayán (Colombia), recognised by UNESCO as Intangible Cultural Heritage.Design/methodology/approachThis research focuses on determining the mediating effect of the perception of the processions and the evaluation of the elements of the destination during a visit to the city by using a sample of 615 tourists. The software tool used in this research is the Smart partial least squares.FindingsResults show that the motivations of the visitor are not enough by themselves to guarantee loyalty regarding the destination, but other variables are needed such as the perception of the processions and the evaluation of the elements of the destination, through which the motivation acquires a true meaning to secure the tourist’s loyalty.Practical implicationsThe principal practical implication of this research is offering to the stakeholders involved in the promotion and organisation of this event an opportunity to undertake and review actions for improvement.Originality/valueThis research seeks to enlighten the interaction between heritage, sustainability and heritage in Latin America.

Journal

Journal of Cultural Heritage Management and Sustainable Development – Emerald Publishing

Published: Mar 19, 2020

Keywords: PLS-SEM; Colombia; Tourism; Mediation analysis; Intangible cultural heritage

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