A Study of Experiential Quality, Perceived Value, Heritage Image, Experiential Satisfaction, and Behavioral Intentions for Heritage Tourists

This study aims at identifying the dimensions of experiential quality and examining the interrelationships among experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. The dimensions of experiential quality are built on a basis of reflective indicators, and a multidimensional and hierarchical model is used as a framework to synthesize the effects of experiential quality, perceived value, heritage image, and experiential satisfaction on behavioral intentions perceived by heritage tourists. Analysis of data from 427 tourists in the Historic Center of Macau indicates that the proposed model fits the data well. The results reveal that there are four primary dimensions and 10 subdimensions of experiential quality perceived by heritage tourists. In addition, the results indicate that outcome quality is identified as the most primary dimension of experiential quality perceived by heritage tourists.