Tourists' Intention to Revisit World Cultural Heritage Sites: An Evidence from Hue City, Vietnam

This study aims to examine the causal relationship between constructs by focusing on the effects of heritage destination image, tourist motivation, experience, and satisfaction on revisit intention. Analyzed through the use of partial least squares structural equation modeling (PLS-SEM), the data was collected from 361 tourists who visited heritage sites in Hue City, a world cultural heritage tourism destination in Central Vietnam. The results indicated that heritage destination image, tourist experience, and satisfaction had a significantly positive and direct effect on tourists' intentions to revisit heritage sites. Among these factors, tourism experience was considered a key determinant of revisit intention. The findings of this study revealed that tourist experience and satisfaction are key moderators between destination image and revisit intention in most of the relationships, contributing to a better understanding of tourists' intentions to revisit cultural heritage tourism destinations.