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Cultural/heritage tourism is the fastest growing segment of the tourism industry because there is a trend toward an increased specialization among tourists. This trend is evident in the rise in the volume of tourists who seek adventure, culture, history, archaeology and interaction with local people. The recent studies about cultural/heritage tourism focused on the characteristics of tourists who visited cultural/heritage destinations. The study attempts to investigate the relationship between cultural/heritage destination attributes and tourist satisfaction, and to identify the relationship between cultural/heritage destination attributes and tourist satisfaction in terms of selected tourists demographic characteristics and travel behavior characteristics. The expectancy-disconfirmation theory provided a conceptual framework for this study. Therefore, this study will be helpful for tourism operators, tourism project analysts, academic scholars, students, and policy makers.

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Mr. Getie Andualem Imiru, MBA, Department of Management, Aligarh Muslim University, Aligarh, India; PhD Candidate, University Business School, Panjab University, Chandigarh, India; Lecturer in Addis Ababa University College of Commerce, Ethiopia.

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