This study explored the relationships between destination attractiveness, satisfaction, the sense of reliving, and loyalty among American tourists who had experienced Silk Road tourism in Uzbekistan. In addition, this study investigated the mediating role of the sense of reliving with regard to satisfaction and loyalty. A total of 477 respondents participated and were used for the final analysis. The results suggest that destination attractiveness includes multidimensional constructs consisting of five dimensions, namely, cultural attractiveness, natural attractiveness, the local people and superstructure, infrastructure, and price attractiveness. Cultural attractiveness, the warm hospitality of local people, and the superstructure appear to be the competitive attributes of Silk Road tourism in Uzbekistan affecting tourist satisfaction. Furthermore, the results reveal that tourist satisfaction increases loyalty. A mediating role of the sense of reliving with regard to satisfaction and loyalty was also confirmed. Tourists remember their travel experiences upon returning home, relive Silk Road travel experiences, and demonstrate their behavioral intentions. These findings can provide a deeper understanding of destination attractiveness and memorable experiences for increasing loyalty to destinations related to Silk Road tourism in Uzbekistan.

This study aims to examine the determinants of destination loyalty toward World Heritage Sites (WHSs) along Silk Road tourism in Uzbekistan. It could enable the profiling of inbound tourists visiting WHSs and identification of the important determinants of destination loyalty. The results of this study could present valuable empirical evidence of Silk Road tourism among inbound travelers in Uzbekistan. An online survey was conducted to collect data from U.S. residents who experienced Silk Road tourism in Uzbekistan. A total of 419 questionnaires were used for this study. The present study explored the determinants of destination loyalty among inbound travelers who had visited WHSs along Silk Road destinations in Uzbekistan. Regarding the effect of length of stay on destination loyalty, travelers who visit for 7–13 days are inclined to show higher destination loyalty than the other groups. Free independent travelers to cultural and heritage sites showed a higher level of destination loyalty than other traveler types. The results indicated that travelers who reported visiting the Historic Centre of Bukhara in the Province of Bukhara and Western Tien-Shan in the Province of Tashkent showed higher destination loyalty. The proposed model consists of travel characteristics, WHS destinations, and demographic characteristics. This study provides several important theoretical and managerial implications. Moreover, this study can contribute to knowledge regarding WHSs and increase sustainable destination management to achieve sustainable development goals (SDGs).