Information from the abstract
Background and Aims: Heritage tourism is essential for sustaining cultural identity and enhancing destination competitiveness. Grounded in Schmitt’s (1999) Strategic Experiential Modules (SEMs), this study investigates how three experiential dimensions—Sensory (Sense), Affective (Feel), and Cognitive (Think)—influence revisit intention in a heritage tourism context. Sanxia Old Street in Taiwan, with its preserved architecture and nostalgic atmosphere, provides an appropriate setting to examine these relationships. Methodology: A quantitative online survey was conducted with 386 domestic tourists to capture a broad sample beyond on-site visitors. Data were collected using a structured questionnaire measured on a five-point Likert scale and analyzed with correlation and regression techniques to test the hypothesized relationships. Results: All three experiential dimensions—Sense, Feel, and Think—significantly predicted revisit intention. Think (cognitive experience) was the strongest predictor (β = .344, p < .001), followed by Sense (sensory experience) (β = .254, p < .001) and Feel (affective experience) (β = .194, p = .004). The model explained 55% of the variance in revisit intention (R² = .550), confirming its substantial explanatory power. Conclusion: This study advances experiential marketing research by applying the SEMs framework to heritage tourism and highlighting the dominant role of cognitive engagement. Practically, it suggests that strategies focusing on cultural learning, authentic sensory features, and positive emotions are essential for sustaining competitiveness and encouraging repeat visitation.
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This record has an Impact Signal of 75/100 based on recency, source, collaboration, and bibliographic signals. It prioritizes monitoring and is not a judgment of research quality.
Related topics: Diverse Aspects of Tourism Research · Nostalgia and Consumer Behavior · Global Healthcare and Medical Tourism
Thai researcher and institutional participation
Pao-Hsing Hsu · Sutthikarn Khong-Khai · Winitra Leelapattana · Hui Liang · Maejo University · Krirk University
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