Digital Transformation and Sustainable Tourism: An Integrated Model for Heritage Destination Revisitation in the Service Innovation Era

Abstract

This research examined the interrelationships between destination image, visitor experience, social media marketing, and destination revisitation in the context of heritage tourism's digital transformation. Despite the growing economic significance of heritage tourism and the increasing implementation of digital technologies at heritage sites, limited research has investigated how digital factors interact with traditional tourism constructs to influence revisitation behavior. The study developed and empirically tested an integrated model using data collected from 236 heritage tourists who had experienced digital technologies during their visits. Partial least squares structural equation modeling revealed that destination image strongly influenced visitor experience, significantly affecting revisitation intention. Social media marketing positively impacted both visitor experience and revisitation intention. The findings highlighted the dual role of digital transformation in heritage tourism: enhancing visitor experiences through engaging interactions with heritage sites and directly influencing revisitation through ongoing digital engagement, providing valuable implications for heritage destination management in the digital era.