Destination Attractiveness and Memorable Travel Experiences in Silk Road Tourism in Uzbekistan

This study explored the relationships between destination attractiveness, satisfaction, the sense of reliving, and loyalty among American tourists who had experienced Silk Road tourism in Uzbekistan. In addition, this study investigated the mediating role of the sense of reliving with regard to satisfaction and loyalty. A total of 477 respondents participated and were used for the final analysis. The results suggest that destination attractiveness includes multidimensional constructs consisting of five dimensions, namely, cultural attractiveness, natural attractiveness, the local people and superstructure, infrastructure, and price attractiveness. Cultural attractiveness, the warm hospitality of local people, and the superstructure appear to be the competitive attributes of Silk Road tourism in Uzbekistan affecting tourist satisfaction. Furthermore, the results reveal that tourist satisfaction increases loyalty. A mediating role of the sense of reliving with regard to satisfaction and loyalty was also confirmed. Tourists remember their travel experiences upon returning home, relive Silk Road travel experiences, and demonstrate their behavioral intentions. These findings can provide a deeper understanding of destination attractiveness and memorable experiences for increasing loyalty to destinations related to Silk Road tourism in Uzbekistan.