Examining the role of heritage-destination attributes on travel constraints and revisit intention using multilevel analysis

Abstract

Purpose This study aimed to explore how the attributes of heritage destinations become constraints on tourists' intention to revisit these destinations and to provide stakeholders with strategies to mitigate travel constraints, thereby increasing tourists' revisit intention. Design/methodology/approach A quantitative research approach was used, and data collection utilised a convenience sampling method. A total of 1,250 tourists completed self-administered, on-site surveys. To analyse the collected data effectively and to test hypotheses, multilevel analysis models were created. Findings Heritage-destination attributes are found to mediate the impact of perceived constraints on tourists' intention to revisit heritage destinations. Positive perceptions of heritage and cultural attractions among tourists can mitigate the adverse effects of constraints on their intentions. Research limitations/implications This study only focused on examining the downward cross-level impact, i.e. from the macro level to the individual level. This could be beneficial for exploring an upward cross-level impact. Practical implications The findings provide strategic guidance for marketing programs to enhance the reputation of heritage destinations. By identifying and establishing attributes specific to heritage destinations that visitors perceive as the most appealing, program designers can effectively target their efforts. Additionally, the findings help stakeholders of heritage destinations develop and provide suitable heritage and cultural attractions and tourism infrastructure in line with tourists' preferences. Originality/value This study employed a multilevel approach to examine how heritage-destination attributes and related constraints on travelling on impact individuals' intentions to revisit destinations. The study considered a macro-based perspective to analyse these effects.