Abstract:
Cultural/heritage tourism is the fastest growing segment of the tourism industry in the
world. Present studies show that USA, European tourists are interest in traveling to
cultural/ heritage destinations have increased recently and are expected to continue.
The recent studies about cultural/heritage tourism focused on the characteristics of
tourists who visited cultural/heritage destinations. This study attempts to investigate the
relationship between cultural/heritage destination attributes and tourist satisfaction, and
to identify the relationship between tourist satisfaction and re visit to the destination.
The expectancy-disconfirmation theory provided a conceptual framework for this
study. This theory holds that consumers first form expectations of products or service
performance prior to purchasing or use. The study area for this study was Kandy
heritage destination as Kandy known as a cultural capital in a Sri Lanka. 75
questionnaires were used for analyze the data. Therefore, the data from 75 respondents
were collected and analyzed in this study. The respondents were tourists who visited at
the Kandy urban heritage tourism destination. The survey was conducted at five
different places in the Kandy urban heritage tourism destination such as
Daladamaligawa, Kandy lake, Peradeniya botanical garden, Gadoladeniya temple and
Embekkedewalaya. To achieve the objective of the study there are different hypothesis
were established. To find out to find the relationship between urban heritage tourism
features and customer satisfaction regression analysis & correlation were used. Under
urban heritage tourism features food quality, environment, service quality,
accommodations and historical places are included. When analyzing the urban heritage
tourism features with customer satisfaction by multiple regressions and correlation,
food quality service quality, environment, accommodation and historical places were
significant effect on customer satisfaction. Since all five dimensions have a critical
impact on customer satisfaction, the tourism operators should pay more attention;
continue to improve themselves in every aspect of their operation in order to exceed
their customer’s expectation.
