LOYALTY TO HERITAGE SITES BASED ON EXPERIENCE THEORY

Abstract

Objective: This study examines loyalty to heritage sites through the lens of experience theory, bridging gaps in the literature on tourism, marketing, psychology, and cultural studies. Research Design & Methods: This study adopts a quantitative research design aimed at examining the relationship between visitor experience, brand image, brand trust, and brand loyalty in the context of heritage tourism. Data were collected through an online and offline structured questionnaire distributed to individuals who had recently visited a heritage site. A total of 490 valid responses were obtained. Findings: These findings confirm that visitor experiences shape loyalty in heritage tourism, with emotional engagement, local cultural authenticity, and novelty emerging as key factors. Implications and Recommendations: Practically, this study provides strategic insights for heritage site managers to balance economic benefits with cultural preservation while promoting sustainable tourism practices. This research aligns with global trends in experience-based tourism and post-pandemic recovery strategies, where trust and satisfaction play a crucial role. Beyond contributing to academic discourse, this study also offers strategic guidance for managing heritage sites to enhance visitor loyalty. Contribution & Value Added: By emphasizing the importance of experience quality and loyalty dimensions in the context of heritage tourism, this research expands the theoretical framework while addressing practical needs in the tourism industry.