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Abstract
The purpose of this study was to identify the factors that affect visitors' decisions to visit and then revisit a “community-heritage” destination, namely Lukang, Taiwan, a popular heritage site. Specifically, this study examined the impact of the purpose of the visit, the trip experience, the destination attributes, the destination image, and the market communication tools for each visitor's experience. In addition, this study attempted to identify critical factors for predicting visitors' intentions of revisiting the destination. A survey was conducted in Lukang in Spring 2007. The survey measured responses from 197 usable questionnaires, and these results provided data for all categories. The findings are expected to help heritage administrators understand heritage visitors and formulate marketing strategies to cater effectively to target segments.