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Edelheim, 2013) and is the main focused on within
the heritage tourism (Wang & Wu, 2013).
The rapid growth of the tourism industry has
strengthened the competition among tourist desti-
nations (Lee, Cho & Hwang, 2014). Prideaux and
Timothy (2008) argue that the tourism industry
works best if there is competition between destina-
tions, all of whom are marketing their uniqueness
and different experiences to the tourist. As reported
by George and Anandkumar (2014), due to high
levels of industry competitiveness, numerous des-
tinations are striving to ensure that their presence
is firmly established. Therefore, a major problem is
that many heritage destinations are struggling to
establish their destinations' uniqueness in attract-
ing more tourist vis-à-vis their rivals. For that rea-
son, to be different from others requires a lot of
changes in order to attract tourists' attention.
Xianger, Jianming, Zhenshan, and Webster
(2014) have recognized that authenticity has become
relevant to the growth of heritage resources. The
issue of authenticity then becomes of major con-
cern, as it is one of the underlying factors, which
determines the success of heritage tourism, and
also acts as a magnet that influences the tourist's
decision to travel. Furthermore, a major challenge
of this industry is to highlight and maintain the
authenticity and the natural experience (Engeset
& Elvekrok, 2014) and to take action to tourists'
emotion (Lin, Kerstetter, Nawijn & Mitas, 2014).
Tourists' perception towards the authenticity of
a particular heritage sites is one of the underlying
factors which determine their decision to travel to a
destination (Chhabra, 2010; Kolar & Zabkar, 2010).
strengthening the performance of the tourism des-
tination (Moital, Dias & Machado, 2013) and also
influences choice destination, the consumption of
products and services, and the decision to revisit
to the same destination (Kozak & Rimmington,
2000). Del Bosque and Martín (2008) mentioned
tourist satisfaction as one of the crucial issues in
tourism discipline; it is also important to the aca-
demics and researchers, but also for the host com-
munities and society.
Generally, tourist's satisfaction can be examined
after the occurrence of the purchasing process and
beyond doubt after the tourist experiences it by his
or herself. The questions about satisfaction need to
be understood as it has the compelling influence
towards tourist behavior intention positively or
negatively.
2.3
Revisit intention
Revisit intention continues to be considered a cru-
cial topic in tourism research (Huang, Cai, Yu &
Li, 2013; Um, Chon & Ro, 2006) academically
and practically. Monitoring tourist revisit inten-
tions is crucial, and according Assaker, Vinzi and
O'Connor (2011), behavior intention frequently
changes over time. As reported by Um et al. (2006)
revisit intentions are derived from tourist satis-
faction as opposed to being an initiator of revisit
decision making process. On the other hand, Han,
Back and Barrett, (2009) described revisit inten-
tion as an established likelihood to revisit derived
from positive attitudes and perspectives regarding
the service provider.
In the marketing literature, revisit intention is
similar to the notion of repurchase that has grown
to be important in the primary body of modern-
day marketing approaches (Luoand & Hsieh,
2013). Revisit intention is defined as likelihood and
willingness to return to visit the same destination
as well as to recommend to others. As reported by
several researchers (Cole & Chancellor, 2009; Kim,
Kim & Kim, 2009) revisit intention derives from
overall satisfaction towards the destination and
positively contributes to the destination loyalty.
Revisit intention is a significant concern in man-
agement of tourism organization (Mao & Zhang,
2014). This is due to revisit intention being able to
attract more tourist arrival and revenue generated
from tourists (Jayaraman, Lin, Guat & Ong, 2010;
Mao & Zhang, 2014).
Revisit intention in the tourism industry is
important to the growth of the industry as it rep-
resents a stable source of income and also acts as
a medium of information to the potential tour-
ist (Reid & Reid, 1994), and as an attractive and
cost effective market segment (Lau & McKercher,
2004).
2.2
Satisfaction
Tourist satisfaction is the tourist overall assessment
with the travel experience (Lee, Lee & Lee, 2013).
Sun and Kim (2013) mentioned that tourist satis-
faction differs from customer satisfaction in other
industries including manufacturing, retail, and
business. Beard and Ragheb (1980) defined tour-
ist satisfactions as a positive notion and experi-
ence obtain from the particular leisure activity. As
reported by Zalatan (1994), tourist satisfaction is a
foreseeable final result from the tourist experience
and expectation at a destination. Wang, Zhang,
Gu and Zhen (2009) posit that tourist satisfac-
tion is a feeling produced by means of cognitive
and emotional facets of tourism activities, includ-
ing the accrued assessment of varied elements and
destination features. Equally important, Pawitra
and Tan (2003) posit that tourist satisfaction is
acquired by means of examining the gap involving
the expected and perceived service.
It is vital to monitor tourist satisfaction, as it
is a significant steps in applying techniques to
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