Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty

This study examines the interplay of visitor engagement, cultural contact, memorable tourism experience (MTE), and destination loyalty in cultural tourism. The research was conducted with 320 individuals who have visited cultural tourist destinations within the past five years. Results, employing structural equations modeling, showed that visitor engagement positively influenced cultural contact and cultural contact positively influenced MTE. In addition, MTE had significant positive effects on loyalty. Furthermore, cultural contact was found to fully mediate the relationship between visitor engagement and MTE. Findings underscore the importance of cross-cultural interactions in creating MTEs in cultural tourism. Avenues used to engage tourists must address the cultural tourists' need for deeper cultural experience in order to successfully create MTEs.