The Effect of Social Aspects on International Tourists’ Revisit Intention to Cultural and Heritage Sites in Jordan: The Mediating Role of Destination Image

Abstract

This research examines the factors that influence the intention to revisit historical as well as cultural sites in Jordan, emphasizing the Destination Image (DI)'s role as a mediator between social factors and Revisit Intentions (RI). Understanding these connections is essential for promoting sustainable tourism. A purposive sampling technique was employed to carry out a field survey at seven significant historical and cultural sites in Jordan. Data collection was achieved through self-administered questionnaires, yielding 309 valid responses. The analysis was performed utilizing Smart PLS 4.0.9.9 as well as Structural Equation Modeling (SEM). The findings indicate that Electronic Word-of-Mouth (E-WOM) and Country-Created Social Media (CCSM) positively impact RI. In contrast, User-Generated Social Media (UGSM) shows no significant influence. Additionally, the study emphasizes the vital role with regard to DI in these associations. The findings indicate that to foster long-term engagement and create a meaningful connection between tourists and Cultural and Heritage Tourism (CHT), practitioners, tourism authorities, and management should actively employ digital marketing platforms as well as social media marketing tools to engage with current and potential visitors. This method facilitates the gathering of significant information from other tourists who share their engaging travel experiences at CHT sites. This research contributes to the existing body of knowledge by supporting local authorities and CHT management in formulating a more efficient strategy and policy for promoting CHT globally.

Keywords

• Cultural and heritage tourism
• Destination image
• Revisit Intention
• Social Factors

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