Title: Factors influencing international tourists to revisit cultural and heritage sites in Jordan

Authors: Khalid Alawneh; Kalsitinoor Set; Safiek Mokhlis

Addresses: Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia ' Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia ' Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia

Abstract: This study examines factors which influence international tourists to revisit Jordan's cultural and heritage tourism (CHT) sites, with a focus on country-created social media (CCSM) and electronic word-of-mouth (eWOM). It tests perceived value and destination image as mediators and is grounded in Stimulus-Organism-Response theory. Survey data from 350 international visitors to seven major CHT sites were analysed using SmartPLS. The findings indicate destination image directly increases revisit intention, while perceived value does not. CCSM does not influence perceived value but has an impact on destination image, whereas eWOM affects both perceived value and destination image. Mediation tests have shown that destination image mediates the effects of both CCSM and eWOM on revisit intention, whereas perceived value does not mediate the relationships between CCSM or eWOM and revisit intention. The study underscores the need for tourism managers to strengthen destination image via CCSM and eWOM to boost repeat visitation.

Keywords: cultural and heritage; destination image; eWOM; electronic word-of- mouth; revisit intention; social media.

DOI: 10.1504/IJTP.2026.151861

International Journal of Tourism Policy, 2026 Vol.16 No.1, pp.39 - 55

Received: 17 Mar 2025
Accepted: 08 Oct 2025
Published online: 24 Feb 2026 *

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