Cultural Identity, Experience Quality and Revisit Intention to Mount Tai as A Heritage Tourism Destinations: Mediation Roles of Perceived Value, Perceived Destination Image and Satisfaction

A strong sense of cultural identity emerges as the most significant factor influencing tourists' revisit intentions to Mount Taishan. This study reveals that enhancing experience quality and maintaining a positive destination image are also critical for fostering repeat visitation. Using structural equation modeling (SEM) on data from 438 tourists, researchers found that satisfaction mediates the relationship between perceived value and revisit intention, underscoring its pivotal role in shaping tourist behavior. These insights highlight the importance of cultural connection and experience quality in promoting sustainable tourism at heritage destinations.

Liu, Q., Deeprasert, J., & Jiang, S. (2024). Cultural Identity, Experience Quality and Revisit Intention to Mount Tai as A Heritage Tourism Destinations: Mediation Roles of Perceived Value, Perceived Destination Image and Satisfaction. Journal of Ecohumanism, 3(8). https://doi.org/10.62754/joe.v3i8.4754