Motivations and intention to visit the archaeological zone of Calixtlahuaca, Mexico
Keywords:
Archaeological tourism, intention to visit, cultural motivations, enjoyment, accessibility, attributes of the placeAbstract
The aim is to analyze the influence of motivations on the intention to visit the archaeological zone of Calixtlahuaca, Estado de México. A survey of 395 visitors was applied and modeling structural equations by partial least squares (PLS-SEM) was used to test the research hypotheses. The results show that enjoyment, accessibility and site attribute motivations are not sufficient to achieve effective visitation intent. On the contrary, it is evident that cultural motivations have a mediating effect between these types of motivations and visitation intent. Therefore, being an archaeological zone requires that the aspects of knowledge, prehistory, personal development and cultural richness are stronger to ensure that people are willing to travel and want to repeat their experience, even accompanied by others.
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