The mediating roles of memorable tourism experiences and destination image in the correlation between cultural heritage rejuvenation experience quality and revisiting intention
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 9 August 2022
Issue publication date: 26 May 2023
Abstract
Purpose
This study primarily aims to investigate the indirect and direct effects of cultural heritage rejuvenation experience quality on tourists' revisiting intention through memorable tourism experiences and destination image in the context of cultural heritage tourism.
Design/methodology/approach
A structural equation modeling test with maximum likelihood estimation was used to test structural relationships between variables in the proposed model using the responses of 461 participants.
Findings
The results indicated that the cultural heritage rejuvenation experience quality exerted a significant positive impact on memorable tourism experiences. Destination image and memorable tourism experiences positively correlated with tourists' revisiting intention. Destination image and memorable tourism experiences partially mediated the correlation between cultural heritage rejuvenation experience quality and revisiting intention.
Originality/value
The study shows that it is meaningful to include memorable tourism experiences and destination image in tourism destination quality–loyalty models and confirms that the cultural heritage rejuvenation experience quality should be viewed as crucial aspects of marketing strategies aimed at improving memorable tourism experiences, destination image, and revisiting intention.
Keywords
Acknowledgements
This work was supported by the innovative research project of the key base of humanities and social sciences of Chongqing University (No 106112015CDJSK02JD04), Chongqing Renyi Online Tourism Industry Service Company (No. 1042012620170117).
Citation
Zhou, Q., Pu, Y. and Su, C. (2023), "The mediating roles of memorable tourism experiences and destination image in the correlation between cultural heritage rejuvenation experience quality and revisiting intention", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 6, pp. 1313-1329. https://doi.org/10.1108/APJML-11-2021-0829
Publisher
:Emerald Publishing Limited
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