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Rueda López, Ramón

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    Relationships between tourists' motivations, satisfaction, perceived value and loyalty in a second-tier city: the case of León (Spain)
    (Elsevier, 2025-11-06) Rueda López, Ramón; Castaño-Prieto, Lucía; Álvarez-Roble, Cynthia; Aguilar-Rivero, Minerva
    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.