Flamenco Dance and Visitor Loyalty: The Case of Cordoba-Spain

Abstract

Flamenco dance is internationally recognized in the world. Its uniqueness based on ancestral culture and tradition is a current projection of immemorial dances. Currently, it is performed in schools, conservatories, and the so-called flamenco shows in some destinations, where visitors can enjoy it. Therefore, it is essential to deepen its management and study. This investigation aims to analyze the flamenco dance show from the perspective of the general visitor capability. To determine loyalty, the study focuses on tourist fidelity based on the show's perceived value, quality, and satisfaction. The fieldwork has been carried out in Córdoba (Spain). There are few studies on flamenco dance from the attending visitor's perspective, this being a novelty and a contribution to research. The methodology is founded on a partial least squares (PLS) structural equation model. A structured questionnaire has been used to meet the objective, and the conclusions acquired corroborate that the agreement and quality of flamenco dance positively influence tourist loyalty and, therefore, recommend returning to the destination and repeating the visit.