Cultural identity, does it matter? A study on Konark Sun Temple, India

It's always a challenge for destination marketers to identify experiences which create value that exacts visitors committed behavioural responses in the market. This study investigates the role of cultural identity in influencing the economic value, emotional value, and destination loyalty intentions of the visitors coming to Konark Sun Temple, India. Data analysis and hypothesis testing were done with the help of the structural equation modelling technique. Results reveal that cultural identity has a higher effect on economic value and moderate effects on emotional value and destination loyalty intention. The findings of the study also contribute to broad theoretical and managerial applications.