Perceptions of attractiveness for salt heritage tourism: A tourist perspective

•We identify theme, product and design as the most important attributes for salt destinations in Taiwan.•The findings show that tourists preferred participatory experiences and interpretation programs.•A combination of theme and design were viewed as the most significant attributes for attractiveness.•The interactive elements were regarded by tourists as key sources of learning and entertainment.

Salt tourism includes tours in the salt fields, participation in the salt production process, and the purchase of salt-related products. The study identifies theme, product and design as the three most important attributes that contribute to the attractiveness of a salt destination and affect tourists' decision making process. The survey was undertaken on the southwest coast of Taiwan, a region once dominated by the salt industry. The findings show that tourists preferred to visit salt tourism destinations that offer participatory experiences and interpretation programs. A combination of theme and design were viewed as the most significant attributes for attractiveness of salt heritage sites. In particular, tourists express a desire to visit salt heritage sites that present traditional themes, but offer modern exhibition designs and souvenir products. The interactive elements were regarded highly by tourists as key sources of learning and entertainment. Participatory experience influences tourist perception of, and satisfaction with, their experience in salt tourism.