Heritage experiential quality and behavioural intention: lessons from Indonesian heritage hotel consumers

Two research objectives have been addressed in this study. The first objective aims to explore the dimensions of heritage experiential quality. The second objective is to scrutinise the relationships that exist between heritage experiential quality and other relevant marketing constructs, namely heritage experiential satisfaction, heritage experiential value (HEV), heritage hotel image, and behavioural intention. Data were collected from heritage hotels in Malang City, Indonesia, and the findings of the study generated three dimensions of heritage experiential quality, namely physical experiential quality, interaction experiential quality, and heritage aspects quality. The findings show that heritage experiential quality plays an important role in affecting behavioural intentions, heritage experiential satisfaction, HEV, and hotel image. The study explains that apart from its direct effect on behavioural intentions, heritage experiential quality has an indirect effect on behavioural intentions through the image of the heritage hotel.