Sustainable Cultural Heritage Tourism: An Extended ECM Analysis of Destination Performance on Long-Term Tourist Loyalty

Abstract

To identify the impact of destination performance on long-term tourist loyalty in the context of sustainable cultural heritage tourism, this study formulated a research model to examine the relationship between destination performance and perceived value, expectation confirmation, satisfaction, and loyalty through extending the expectation–confirmation model (ECM). Using the Pantang Wuyue Historic District in Guangzhou as a case, data were collected from 542 tourists and analyzed using a structural equation model (SEM). The results indicate that destination performance exerts a direct and significant influence on long-term tourist loyalty. Furthermore, destination performance exerts a direct and significant influence on expectation confirmation and perceived value. The empirical analysis not only provides a comprehensive theoretical framework for understanding tourists’ long-term loyalty in the context of sustainable cultural heritage tourism but also offers practical insights for managers aiming to improve the quality and attractiveness of destination performance to foster long-term tourist loyalty.