Sustaining Tourist Loyalty toward Cultural Heritage Tourism Sites Amid COVID-19: A Case of KwaZulu-Natal, South Africa

This paper explores how tourists’ loyalty toward South Africa’s cultural heritage tourism sites has been sustained amid COVID-19 pandemic. The data were collected from 25 conveniently sampled tourists’ narratives at the KwaBulawayo Cultural Centre and Ondini Cultural Centre and Museum and were merged with the reviewed literature and the theoretical framework. It was revealed that the theory of planned behaviour is highly suitable to predict the manner in which a specific social group responds to a phenomenological reality. Review of literature and findings of the study indicate interconnectedness between destination branding and sustainable tourist loyalty. It was also clear that factors associated with cultural heritage tourism sites such as image, essence, nostalgic consumption, recommendations, actual visits, and revisits are influenced by internal and external factors. For instance, sustainable tourist loyalty to cultural heritage tourism sites amid COVID-19 has been attributed to satisfactory service, tourist-destination emotional and nostalgic attachment, and unique offerings. These attributes enhance socio-cultural and economic development of cultural heritage tourism sites and local communities. However, sustainable tourist loyalty may be derailed by disparities in terms of spatial capacity. Destination positioning is considered as a viable strategy by which tourist loyalty amid hazardous global crisis can be attained.