Self-identification with a heritage tourism site, visitors’ engagement and destination loyalty: the mediating effects of overall satisfaction

This study assesses a conceptual model that postulates relationships between self-identification with a heritage site, engagement at the site, overall satisfaction and destination loyalty. The study contributes to the limited literature examining visitor engagement and its relationship with several other psychological variables. A survey of visitors in Petra, Jordan resulted in 249 useable questionnaires. The results confirm that self-identification with a heritage tourism site has a positive relationship with both overall satisfaction and visitor engagement. Overall satisfaction has a strong and positive relationship with destination loyalty. Visitor engagement has a positive relationship with destination loyalty. Implications for managing the heritage site and destination are offered.