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This paper aims to replicate a model already proven in previous research in this field. This will make it possible to explain the possible relationships that may occur among the motivations, perceived value, satisfaction and loyalty of the tourist towards the Alhambra and Generalife inscribed as World Heritage Site (WHS) in 1984.

From a dataset containing 1,612 surveys, a model a model based on structural equations has been carried out through SmartPLS software, focus the analysis on the model dependent variables’ predictive power, as well as the size of the effect and the statistical inference of the structural relationships.

The main conclusions include the influence of perceived value on satisfaction as well as the influence of the latter on loyalty. it is remarkable the effect that the perceived value has on satisfaction, and satisfaction on loyalty. This implies that a positive assessment of world heritage destinations leads a subsequent loyalty to them.

The results obtained in this research can be used as a starting point for the establishment of new strategies for the promotion of the destination in terms of tourism and heritage.

The inclusion in the list of WHS is recognition in terms of material and historical quality, as well as a stimulus for tourism because it increases the number of visits to the destination. Several studies carried out in these types of destinations have shown the existence of a relationship between motivations, perceived value, satisfaction and loyalty. However, there are no previous studies carried out in the Alhambra and the Generalife that sustain this relationship. This work makes a contribution that completes the academic literature on the study of the emotional bonds between the historical and monumental heritage and the tourist who visits it and its behaviour.

This research aims to analyse the degree of influence that viewing frequency and preferences for movies and television (TV)/platforms series and aspects related to movie destinations have on the socio-demographic profile of the tourist interested in film tourism.

An artificial neural network (ANN) is used, in which the input values correspond to the questions asked through the questionnaire and the estimated output values are the socio-demographic profile.

Low frequency of attendance at movie theatres, especially amongst the youngest. Profiles with a higher level of education value the cultural elements in the destination more. A high-income profile is revealed that considers the visit to the film destination as a secondary reason for their trip since they value the proximity to the main holiday destination and show that this visit does not bring them greater satisfaction than other activities. Experiential tourism is another aspect valued by the profiles with the highest income, which can be easily related to film tourism.

Customised input values estimate specific output values, building “identikits” of tourists based on the responses incorporated into the model and easily customisable by the researcher, making them useful in film tourism products and service elaboration. Although this method has been used successfully on other tourist profile types, no studies of this type applied to film tourism were found, and this work aims to pioneer this line.