TOURIST LOYALTY AND INTANGIBLE CULTURAL HERITAGE: CASESTUDY IN DANANG, VIETNAM

Cultural heritage has become an important factor attracting tourists to a city or a country. The improvement of the quality of cultural monuments contributes to the improvement of visitor satisfaction through the cultural beauty and the messages conveyed. This study was conducted to analyze and evaluate the impact of cultural heritage quality on tourist satisfaction in Danang, a city in Vietnam. Through survey data collected from 677 tourists visiting cultural relics in Danang, some remarkable research results were found in this study. First, the experience of cultural heritage quality has a direct positive impact on tourist satisfaction. In addition, the experience of cultural heritage quality has an indirect positive impact on tourist satisfaction through the mediating role of perceived value. Finally, the moderating role of perceived authenticity on the impact of experience quality on tourist satisfaction was explored in this study. Based on the research results, policy implications have been suggested for stakeholders in Danang to improve tourist satisfaction.