An Integrated Approach to Understanding Visitors' Behavioral Intentions: A Case Study of the Naghsh-e Jahan Square, Esfahan

Abstract

This study proposes an integrated approach to help understand visitors’ future behavior and its relation to motivation, appraisal constructs in the heritage tourism context. The research data was collected from 440 domestic visitors in a survey conducted at a World Heritage Site –Naghsh-e Jahan square, in Esfahan, Iran. Structural equation modeling (SEM) was used as the data analysis technique. Findings based on the research sample support the argument that visitors' behavioral intentions are influenced by a constellation of inter-connected constructs. Specifically, the influence of motivation on visitors' future behavior is not direct but rather mediated by evaluative variables involved in on site –and post visit stages. Overall, the relationship "motivation→experience/perception→satisfaction→behavioral intentions" appears to be established.

Keywords:

• behavioral intentions
• heritage
• structural model

Acknowledgement

The co-authors are indebted to the Journal’s anonymous reviewers, who have made valuable suggestions for strengthening the article’s thesis and improving its structure. That said, the co-authors alone are responsible for the views expressed in this article.