Tourist experience, tourist motivation and destination loyalty for historic and cultural tourists

The main purpose of this study was to investigate the relationship between tourist experience, tourist motivation and destination loyalty for historic and cultural tourists. A survey of 1,389 tourists who visited Sheqi, an ancient town in center China was conducted as the basis for empirical analysis. The results of this study revealed that tourists' experience influenced destination loyalty positively, and tourist motivation mediated the effect of tourist experience on destination loyalty significantly.