Work

Exploring memorable experiences’ impact on cultural heritage tourist behavior: Interaction-Ritual Theory perspective

Year: 2025

Type: article

Abstract: Cultural heritage tourism is increasingly influenced by the experience economy, shaping how visitors plan, engage, and remember their trips. Using Interaction-Ritual Theory (IRT), this study examines how memorable experiences at cultural heritage sites foster destination brand love, tourist engagement, and loyalty. A self-administered survey of 408 visitors to heritage sites in Bali, Indonesia, was analyzed using Partial Least-Squares Structural Equation Modeling (PLS-SEM) to explore direct and mediated effects. Results show that memorable experiences significantly strengthen tourist engagement and destination affection, which in turn enhances loyalty. A clear serial mediation pathway is identified in which memorable experiences build engagement, which then fosters destination love and ultimately strengthens loyalty. These findings affirm IRT’s relevance in heritage tourism, demonstrating that repeated, emotionally charged interactions nurture lasting behavioral loyalty. The study advances understanding of lo–place relationships. Practically, it guides destination managers in designing emotionally resonant, engagement-rich heritage experiences that build enduring bonds with visitors and sustain competitiveness in cultural heritage tourism.

Source: Cogent Social Sciences

DOI: 10.1080/23311886.2025.2592945

Authors: Raditha Hapsari, Ani Kartikasari, Wirawan Dony Dahana, Ananda Sabil Hussein, Putu Adi Putra Arimbawa

Institutions: University of Brawijaya, Lincoln University, The University of Osaka

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,165

Funder: Universitas Brawijaya