This study aims to assess the impact of cultural heritage night tours—a policy initiative leveraging cultural assets—on regional image and visitation intent among travel industry professionals. By reviewing prior research, this study identifies measurement variables for attributes of cultural heritage night tours (attractiveness, uniqueness, educational value, convenience), regional image, and visitation intent. The analysis shows that while all attributes of cultural heritage night tours positively affect the regional image, only educational value and convenience influence visitation intent. This can be attributed to the characteristics of the travel industry professionals surveyed, who prefer tourist destinations that offer diverse educational content and are equipped with amenities that reduce inconvenience for their clients.
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Kang et al. (2024) studied this question.
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