An examination of the effects of motivation on visitors' loyalty: case study of the Golestan Palace,Tehran

This study investigates a causal relationship between three motivational dimensions, three evaluative constructs (perceived value, experience quality and satisfaction) and destination loyalty. A total of 389 respondents completed a survey conducted at a main World Heritage Site - Golestan Palace- in Tehran. Using structural equation modeling (SEM) technique, the results show that the effect of motivation on loyalty occurs by its certain dimension(s), through mediating evaluative variables. That is, the quality of experience has a direct effect on perceived value and perceived value has a direct effect on satisfaction and an indirect effect on loyalty. Satisfaction also has a direct effect on loyalty. The findings are expected to help heritage managers understand heritage visitors and adopt effective marketing strategies for target segments.