Leveraging Visitor Satisfaction to Enhance cultural Sites Management: Fresh Insights from Bourbon Heritage

This study explores visitor satisfaction with regard to the Bourbon cultural heritage sites in Campania, adopting a mixed-methods approach to assess key dimensions of the visitor experience. Through preliminary interviews with site visitors, the research applies an expectancy-disconfirmation framework to analyze the relationship between perceived quality and importance attributed by audiences. Findings reveal significant appreciation for the cultural and historical value of the sites, while identifying critical gaps in infrastructure, digital accessibility, and post-visit engagement. In particular, mismatches between visitor expectations and actual service delivery emerge, especially in areas such as online communication and complementary services. Demographic and behavioral insights highlight a growing interest in thematic experiences and personalized itineraries, underlining the need for adaptive and visitor-centered management strategies. By integrating satisfaction metrics with site management considerations, this study contributes to the advancement of cultural tourism research and offers a foundation for future initiatives in destination management and sustainable cultural development in Southern Italy.