“If You Build It, They Will Come”: Relationship between Attraction Features and Intention to Visit

The purpose of this study is to find out what themes and features of a tourist attraction are considered important by tourists, and whether or not these features influence their likelihood of visiting different types of attractions. First, for potential travelers to a rural destination, their likelihood of visiting different types of built tourist attractions was measured. Second, five attraction features (i.e., Experience, Cultural Value, Site Accessibility, Marketing, Leadership) were used to identify potential travelers’ preference. Finally, this study explored whether attraction features influenced potential travelers’ likelihood to visit different types of built attractions. The findings of this study can provide direction for the planning of cultural and heritage tourism