Does gender make a difference in heritage tourism experience? Searching for answers through multi-group analysis

Abstract

Recognizing the importance of understanding visitor behavior, this study examines the intricate connection between gender and heritage tourism. A comprehensive research model is proposed, linking various aspects of heritage tourism experiences, highlighting the positive influence of engaging with food, historical sites, and co-creation on place attachment, nostalgia, and satisfaction. Using purposive sampling and personnel interviews, questionnaires were distributed to those who had a Macau holiday experience by visiting the cultural heritage site. A total of 499 questionnaires were collected. First, this study performs partial least square structural equation modeling (PLS-SEM) to test the hypotheses of the proposed comprehensive research model. Then, building on the above findings, this study conducts a Multigroup Analysis to unravel the role that gender may play within the context of heritage tourism. By shedding light on gender's impact, this research enriches the heritage tourism discourse, expanding knowledge on the complex interplay between gender and tourist experiences.