An Investigation into Tourists’ Satisfaction with Culture and Heritage Tourism Products in South Africa

In South Africa, the value of culture and heritage as potential tourism products has not been fully utilised to accrue mutual tourism benefits that ultimately benefits local communities. The main purpose of the study was to determine tourists’ satisfaction with their visit to culture and heritage tourism products by describing their expectations and experiences. This could help tourism managers and marketers to better understand consumers, and design experiences to match expectations. The results showed that the matching of prior expectation with perceived product performance and experience led to consumer satisfaction and loyalty.