Exploring tourists’ experiences when visiting Petra archaeological heritage site: voices from TripAdvisor

A four-dimensional model of visitor experiences at Petra, derived from TripAdvisor reviews, reveals that satisfaction is strongly tied to architectural appreciation (buildings, temples, monasteries), safety, and guided tours, while dissatisfaction stems from high costs, animals, carriages, local interactions, and shops. Using content analysis on 1,419 reviews with Leximancer software, the study identified seven dominant themes—entrance, trip, monastery, buildings, animal, carriage, and safe—and applied Herzberg’s two-factor theory to distinguish satisfiers (e.g., 'excellent' or 'very good' ratings) from dissatisfiers ('terrible' or 'poor'). This approach provides actionable insights for heritage management by pinpointing key drivers of tourist satisfaction and dissatisfaction.

Olorunsola, V. O., Saydam, M. B., Lasisi, T. T., & Ozturen, A. (2023). Exploring tourists’ experiences when visiting Petra archaeological heritage site: voices from TripAdvisor. Consumer Behavior in Tourism and Hospitality, 18(1), 81–96. https://doi.org/10.1108/cbth-05-2021-0118