Relationships between tourists' motivations, satisfaction, perceived value and loyalty in a second-tier city: the case of León (Spain)

This research focused on tourist motivations, perceived value, satisfaction, and loyalty in León (Spain), a second-tier city. Using 384 surveys and Partial Least Squares-Structural Equation Modeling methodology, the study reveals that motivations indirectly affect satisfaction through perceived value, which directly influences satisfaction. Both perceived value and satisfaction positively impact tourist loyalty, with the indirect effect of perceived value on loyalty via satisfaction being more significant than its direct effect. Key motivations for visiting León include its gastronomy and affordability, prompting recommendations for tourism strategies that highlight these aspects alongside its historical heritage. The study underscores the appeal of World Heritage Site destinations and contributes uniquely to understanding León's tourism model, offering insights for public authorities and businesses. • Tourist motivations indirectly influence satisfaction through perceived value. • Perceived value mediates between motivations and tourist satisfaction. • Satisfaction is the Primary Driver of Loyalty. • Loyalty stems from perceived value directly and more strongly via satisfaction. • León attracts tourists with gastronomy, escape, reputation, affordability, beauty, safety, cleanliness, and value. • The city brand should capitalise on motivations to increase value, satisfaction and loyalty in second-tier cities.