Cultural tourism is the fastest growing segment of the tourism industry, because there is a trend toward an increased specialization among tourists. This trend is evident in the rise in the volume of tourists who seek adventure, culture, history, archaeology and interaction with local people. Specially, tourists who come to visit Cambodia are interesting in cultural/heritage sites (Angkor sites) which the most preferred tourism experience in Cambodia.
The purpose of this study is to investigate how tourists’ perception what they satisfy while visiting Angkor sites. A 37-item survey questionnaire was developed to conduct a survey on tourist perception with 327 subjects in order to identify the relationship between tourists’ cultural experience, perceived value, service quality and tourists’ satisfaction that can make tourist become destination loyalty
Structured methodologies were used in order to capture the richness of the destination perceptions (perceived cultural experience, perceived value and service quality), satisfaction and loyalty construct. The result of SEM in this study indicated that service quality is positive related to perceive value, and perceived cultural experience, perceived value and service quality are positive related tourist satisfaction which positive related to loyalty of the destination.
Base upon the results, several suggestions can be made to increase tourist satisfaction and become loyalty of Angkor tourism sites. First, comprehending what tourists seek at cultural/heritage attractions will help tourism marketers better understand their customers. Second, improve the level of perceived value and service quality which attributes satisfy tourist who visit the destination. These findings hope to help marketers and tourism authorities to emphasize the strengths in their promotion campaign and positioning strategies to the right target market.

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