Cultural identity, does it matter? A study on Konark Sun Temple, India

Cultural identity significantly enhances the economic value and moderately influences emotional value and destination loyalty intentions among visitors to the Konark Sun Temple, India. This study, using structural equation modeling, reveals that cultural identity plays a pivotal role in shaping visitor behavior and commitment, offering valuable insights for both theoretical frameworks and practical applications in tourism marketing. The findings underscore the importance of leveraging cultural heritage to foster economic growth and emotional connections with destinations.

Verma, A. (2024). Cultural identity, does it matter? A study on Konark Sun Temple, India. Asia Pacific Journal of Tourism Research, 29(10), 1254–1271. https://doi.org/10.1080/10941665.2024.2379323