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Inclusion in the World Heritage Sites (WHS) catalogue acknowledges the historical significance of a location and enhances its appeal to tourists, influencing their motivations, perceived value, satisfaction and loyalty towards destinations with WHS designation. However, previous research has not addressed the case of Leon (Spain), a city marked by the Route of St. James, declared a World Heritage Site, and recognised by the UNESCO as the Cradle of European Parliamentarism. This study examines the reasons tourists choose to visit León, focusing on the relationship between perceived value, satisfaction, and visitor loyalty. Based on 384 surveys and using the PLS-SEM methodology, the study evaluates the explanatory power of the model and the relationships between variables. Findings indicate that tourists’ motivations do not directly influence satisfaction or loyalty, but rather perceived value, which has a positive impact on both aspects. Additionally, perceptions during the visit increase satisfaction and the likelihood that tourists will return to or recommend the destination. This paper contributes to the understanding of Leon’s tourism model and offers valuable insights into cultural and heritage tourism, enriching the academic debate in the field.
López et al. (Mon,) studied this question.