Heritage destination love

Purpose – Although love has received considerable attention in marketing literature, there is limited past research on love in a tourism context. This research attempts to overcome past research negligence by proposing the concept of heritage destination love. Design/methodology/approach – A qualitative approach was undertaken, face-to-face in-depth interviews with 35 respondents respondents in London to discuss about the concept of heritage destination love antecedents and its consequences, tourists’ behavior and tourists’ feeling, passion and love about the destinations as playing a magnificent role in tourism development. Findings – The outcome reveals that heritage destination love has three elements - passion, emotional attachment, and identification. Originality/value – Despite its limitations, the current research offers a theoretical insights of the psychological theory of the love triangle in relation to heritage destination love.