Motivation, emotion and world heritage status in discerning the heritage tourists: A segmentation perspective

Heritage tourists' motives are heterogeneous but few studies examine the relationship between these motives, emotions felt after the visit, and tourists' perceptions of the attributes that contribute to World Heritage Status (WHS) listing of a site. Using cognitive appraisal theory (CAT) as the theoretical lens, we evaluate the relationship between motivation, emotion and site characteristics. Based on a sample of 1531 international visitors to Petra, we segment their motives and emotions and profile these with respect to perceptions of the attributes for WHS listing. The results show the existence of two motivation clusters "General Tourists" and "Heritage Tourists", with the latter being drawn to Petra for reasons related to both site characteristics and heritage. Three clusters of emotions were identified namely, "Positive Arousals", "Low Arousals" and "Mixed Arousals". Significant relationships were identified between the motivation and emotion clusters and their respective perceptions of the attributes for WHS listing. A logit model confirmed that the emotion felt by the different clusters can be predicted by motivation clusters, demographic and travel characteristics. Implications for theory and practice are offered.