Impact of cultural heritage rejuvenation experience quality on perceived value, destination affective attachment, and revisiting intention: evidence from China

Based on responses from 504 tourists from four well-known cultural heritage destinations in Chongqing, China, structural equation modelling is conducted examine the relationship among cultural heritage rejuvenation experience quality, perceived value, destination affective attachment, and revisiting intention. Results indicated that perceived value positively correlated with destination affective attachment and revisiting intention; museum rejuvenation experience quality, former site rejuvenation experience quality, and cultural products rejuvenation experience quality variables positively correlated with perceived value; former site rejuvenation experience quality and cultural products rejuvenation experience quality positively correlated with destination affective attachment and revisiting intention.