CULTURAL VALUES ARCHETYPES AS DRIVERS OF FIRM PERFORMANCE: EXPLORING THE INTERPLAY OF EMPLOYEE BEHAVIOR AND DIGITAL LEADERSHIP

ABSTRACTThis study investigates the linkages among cultural identity, cultural tendency, place attachment, and destination loyalty in the heritage tourism context. The research explores how cultural identity affects tourists’ cultural tendency and subsequently their destination loyalty. The study further investigates the mediating effect of cultural tendency and moderating influences of place attachment and cultural heritage awareness on these linkages. A quantitative study design was utilized, with information gathered from 212 tourists at different heritage sites. A pre-tested questionnaire based on validated scales in earlier research was utilized to assess crucial constructs. Structural Equation Modeling (SEM) using ADANCO was used to analyze the data, ensuring rigorous examination of direct, mediating, and moderating effects in the conceptual framework proposed. The findings support the fact that cultural identity has a positive effect on cultural tendency, hence boosting destination loyalty. Cultural tendency mediates the relationship between cultural identity and destination loyalty. Furthermore, place attachment enhances the relationship between cultural identity and cultural tendency, whereas cultural heritage awareness positively moderates the influence of cultural tendency on destination loyalty. This research adds to heritage tourism literature with empirical evidence on psychological and cultural factors that affect destination loyalty. The results yield practical recommendations for tourism policymakers and marketers to create culturally engaging activities that maximize tourist involvement and affinity.