Cultural/Heritage Destinations: Tourist Satisfaction and Market Segmentation

ABSTRACT This study assessed expectation and satisfaction with a cultural/heritage destination by using an expectation and satisfaction grid. It also segmented the cultural/heritage tourism market based on tourist satisfaction, and then examined the relationship between cultural/heritage destination attributes and the overall satisfaction of tourists in each segment. The findings indicated that there was a significant relationship between destination attributes and overall satisfaction with the cultural/heritage experience. KEYWORDS: Cultural/heritage tourismexpectation and satisfaction analysisVirginia Historic Triangle