An online survey of 386 domestic visitors to Taiwan's Sanxia Old Street found cognitive, sensory and affective experience associated with revisit intention. Cognitive experience was strongest (β=.344), and the model explained 55% of variance, but intention is not observed return behavior.
Key findings
- Think was strongest (β=.344, p
Why this matters globally
Heritage destinations worldwide balance conservation with visitor experience. The three-dimension framework can organize design and evaluation without reducing heritage to a visual backdrop.
Thai researcher contribution
Researchers affiliated with Maejo and Krirk universities analyzed a Taiwanese case, linking Thai institutions to cross-border heritage-tourism research.
Limitations to consider
Online recruitment may select digitally engaged respondents. One-time, same-source measures invite common-method bias, intention may not become behavior, and one Taiwanese site cannot represent all heritage settings.