Examining experience quality as the determinant of tourist behavior in niche tourism: an analytical approach

Experience quality has been emerging as the dominant construct of interest for the success of the tourism industry. However, while a number of studies exist on experience quality in mass tourism, empirical investigation of experience quality in dark tourism has received less attention. This study investigates the direct and indirect effects of experience quality on loyalty intentions via perceived value and satisfaction in dark tourism. The research is conducted using data collected from 598 tourists visiting multiple dark tourism destinations in India. Findings confirm the presence of direct and indirect effects of experience quality on loyalty intentions through perceived value and satisfaction in dark tourism. Similarly, perceived value is found the more influential mediator than satisfaction in this niche tourism. In addition, the influence of experience quality on loyalty intentions is the strongest in dark tourism. These findings have several strategic implications for researchers and practitioners in dark tourism.