This study examines how destination fascination and event quality influence tourists’ revisit intentions, with a specific focus on the Mevlevi Sema Ceremonies, recognized by UNESCO as intangible cultural heritage. It investigates the mediating role of travel motivation and the moderating effect of event quality in this relationship. Furthermore, it applies the theory of planned behavior (TPB) to explain how attitudes towards a destination, subjective norms and perceived behavioural control shape revisit intentions. Destination fascination is framed as a key attitudinal component influencing motivation and behavioural intent.
A structured questionnaire was administered during the International Commemoration Ceremonies of the 749th Vuslat Anniversary of Hz. Mevlana in Konya, Türkiye. The study sample consisted of 516 domestic and international visitors. Data analysis followed a three-stage process: descriptive statistics, construct validity and reliability tests and multiple regression analysis.
Results indicated that destination fascination significantly predicts revisit intention, with travel motivation partially mediating this effect. Event quality directly influences revisit intention but did not moderate the relationship between destination fascination and revisit intention. These findings highlighted the psychological appeal of cultural heritage sites beyond event-specific characteristics.
This study addresses a critical gap in cultural heritage tourism research by examining how fascination with a destination, rather than just event quality, shapes visitor behaviour. The findings suggest that cultural heritage tourism strategies should emphasize both destination appeal and visitor motivation to sustain long-term engagement.
