Abstract:
This study examines the mediating role of place attachment on the interplay between
heritage destination brand equity and tourist revisit intention using the Destination
Brand Equity model, a research area heavily ignored by tourism researchers. Structured
questionnaires were used to randomly collect primary data from 350 tourists who
visited Zimbabwe Parks and Wildlife Management Authority managed United Nations
Educational, Scientific and Cultural Organization heritage tourism sites. Quantitative
methodologies were employed in the study. The findings revealed that heritage
destination brand equity dimensions significantly motivate tourists to revisit heritage
sites. The findings further established that place attachment partially mediates the
interplay between heritage destination brand equity and intention to revisit heritage
sites. The overall findings of this study contribute significantly to present marketing and
tourism literature. It is strongly recommended that tourism service providers in
Sub-Saharan Africa developing economies should consider place attachment and
dimensions of heritage destination brand equity when crafting strategies that motivate
tourists to revisit heritage tourism sites. The study provides significant theoretical
contribution through advancing the scope of the Brand Equity model beyond traditional
marketing to heritage tourism clearly showing the explanatory power of the model in
heritage tourism.
