Rueda López, RamónCastaño-Prieto, LucíaÁlvarez-Roble, CynthiaAguilar-Rivero, Minerva2025-11-122025-11-122025-11-06-1873-6084https://doi.org/10.1016/j.cities.2025.106650https://hdl.handle.net/20.500.14468/30842The registered version of this article, first published in Cities, is available online at the publisher's website: Elsevier, https://doi.org/10.1016/j.cities.2025.106650La versión registrada de este artículo, publicado por primera vez en Cities, está disponible en línea en el sitio web del editor: Elsevier, https://doi.org/10.1016/j.cities.2025.106650This 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.eninfo:eu-repo/semantics/openAccess5311 Organización y dirección de empresasartículoSecond tier citiesMotivations satisfactionLeón (Spain)Perceived valuedLoyaltyGastronomy