The Influence of Destination Image on Revisit Intention Through Tourist Satisfaction: A Study of Night Heritage Tourism at Takht-I-Bahi a UNESCO World Heritage Site

Abstract

The purpose of this study was to examine the influence of destination image on tourist satisfaction and revisit intention in the context of night heritage tourism at Takht-i-Bahi, a UNESCO World Heritage Site located in Khyber Pakhtunkhwa, Pakistan. Night heritage tourism has emerged as an innovative approach to enhancing visitor experiences and promoting sustainable tourism development. However, limited research has explored how destination image affects tourist satisfaction and revisit intention in heritage tourism settings, particularly during nighttime visits. This study adopted a quantitative research approach based on the positivist research philosophy and deductive reasoning. Data were collected from 250 domestic tourists through a structured questionnaire using purposive sampling. The questionnaire measured destination image, tourist satisfaction, and revisit intention using a five-point Likert scale. Data were analyzed using the Statistical Package for Social Sciences (SPSS), including reliability analysis, descriptive statistics, correlation analysis, regression analysis, and mediation analysis. The findings revealed that destination image has a significant positive influence on tourist satisfaction and revisit intention. The results further indicated that tourist satisfaction significantly affects revisit intention. Moreover, tourist satisfaction was found to partially mediate the relationship between destination image and revisit intention. These findings suggest that tourists who develop positive perceptions regarding the historical significance, safety, infrastructure, cultural richness, and night-time atmosphere of Takht-i-Bahi are more likely to be satisfied with their visit and demonstrate a stronger intention to revisit the destination. The study contributes to the growing body of literature on destination image and tourist behaviour by extending these concepts to the context of night heritage tourism. Practically, the findings provide valuable insights for tourism authorities, heritage site managers, and policymakers in designing strategies to improve visitor satisfaction, strengthen destination image, and encourage repeat visitation. The study recommends enhancing night-time infrastructure, safety measures, heritage interpretation services, and promotional activities to support the sustainable development of night heritage tourism at Takht-i-Bahi.