02027nas a2200241   4500000000100000000000100001008004100002653001300043653003300056653002300089653001200112653001200124100001900136700002300155700002400178700003000202245008400232856015200316300001200468490000700480520127800487022002001765                                       d10aColombia10aIntangible cultural heritage10aMediation analysis10aPLS-SEM10aTourism1 aFrancisco Cruz1 aTomas Lopez-Guzman1 aLuz Pemberthy Gallo1 aPablo Rodriguez-Gutierrez00aTourist loyalty and intangible cultural heritage: the case of Popayan, Colombia  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85076604055&doi=10.1108%2fJCHMSD-06-2019-0062&partnerID=40&md5=39090068070428e7eac873f96cdb0a53  a172-1880 v103 aPurpose: The purpose of this paper is to analyse the loyalty of the tourists who visit a city with an important heritage event: The Holy Week Processions in the city of Popayán (Colombia), recognised by UNESCO as Intangible Cultural Heritage. Design/methodology/approach: This research focuses on determining the mediating effect of the perception of the processions and the evaluation of the elements of the destination during a visit to the city by using a sample of 615 tourists. The software tool used in this research is the Smart partial least squares. Findings: Results show that the motivations of the visitor are not enough by themselves to guarantee loyalty regarding the destination, but other variables are needed such as the perception of the processions and the evaluation of the elements of the destination, through which the motivation acquires a true meaning to secure the tourist’s loyalty. Practical implications: The principal practical implication of this research is offering to the stakeholders involved in the promotion and organisation of this event an opportunity to undertake and review actions for improvement. Originality/value: This research seeks to enlighten the interaction between heritage, sustainability and heritage in Latin America.  a20441266 (ISSN)