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Journal of Heritage Tourism 3.4
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ISSN: 1743-873X E-ISSN: 1747-6631
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ADM: Dionela, Philip JHT-1238 Spiritual Tourism Experience Quality, 21-Dec-2021 21-Dec-2021
Legacy Instructions ! (212110701) Destination Image and Behavioural
Intention: The Mediating Role of Perceived
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ADM: Dionela, Philip JHT- Heritage Experiential Quality and 13-Jun-2020 18-Jun-2020
0735.R3 Behavioural Intention: Lessons from
Indonesian Heritage Hotel Consumers
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2020)
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Malang, 21 January 2019
Dear Editor in Chief,
We wish to submit a new manuscript entitled “Heritage Experiential Quality and

Behavioural Intention: A Lesson from Indonesian Heritage Hotel Consumer” for
consideration by the Journal of Heritage Tourism
We confirm that this work is original and has not been published elsewhere nor is it currently
under consideration for publication elsewhere.
This paper is authored by my self and co-authored by Dr. Raditha Hapsari Please address all
correspondence concerning this manuscript to me at sabil@ub.ac.id
Thank you for your consideration of this manuscript.
Sincerely,
Dr. Ananda Sabil Hussein

Departement of Management
Faculty of Economics and Bussiness
Brawijaya University
Journal of Heritage Tourism
Decision Letter (JHT-0735)
From: rjht-peerreview@journals.tandf.co.uk
To: sabil@ub.ac.id
CC:
Subject: Journal of Heritage Tourism - JHT-0735 Decision
Body: Dear Ananda Sabil,
JHT-0735 titled "Heritage Experiential Quality and Behavioural Intention: A Lesson from Indonesian Heritage Hotel Consumer" which you submitted to the Journal of Heritage
Tourism, has been refereed. The comments of the referee are included at the bottom of this email.
The referees have suggested revisions to your paper, some of which are quite major. I would like you to respond to the referees' comments and revise your manuscript
accordingly. Also, from an editorial perspective, please be sure to have the paper edited by a native English speaker. It is up to the authors to be sure that the English is at a
high level so that it can be published. Otherwise, this will delay acceptance and production of the article.
Once you have revised your paper you will need to log into https://mc.manuscriptcentral.com/cvp-jht and enter your Author Centre, where you will find your manuscript title
listed under "Manuscripts with Decisions." Under "Actions," click on "Create a Revision." Your manuscript number will be extended to denote a revision.
Alternatively, once you have revised your paper, it can be resubmitted to Journal of Heritage Tourism by way of the following link:
*** PLEASE NOTE: This is a two-step process. After clicking on the link, you will be directed to a webpage to confirm. ***
https://mc.manuscriptcentral.com/cvp-jht?URL_MASK=4ff26ba0b6ed467684b8a58f4785fd99
You will be required to respond to the comments made by the reviewer(s) in the space provided. You can use this space to document any changes you make to the original
manuscript.
Please upload a revised version of your paper by 27-Oct-2019. If you have trouble meeting this deadline, please get in touch to discuss an extension. If you don't intend to
revise the article, please let me know so that I can keep my records up-to-date.
Once again, thank you for submitting your manuscript to the Journal of Heritage Tourism and I look forward to receiving your revision.
Best wishes,
Prof. Dallen Timothy

Editor
Referees' Comments to Author:
Comments to the Author

The topic of this paper is quite interesting. The theoretical framework is quite firm. To further improve the overall quality of this study, I raise some comments and hopefully
the author(s) can consider them.
* The abstract is long and wordy. Please try to make it concise.

* Please be sure to follow APA styles for the sources cited in this paper.
* I still cannot relate the research problems with the research objectives.
* The definitions of behavioral intention, heritage experiential quality, heritage experiential value, customer satisfaction and heritage hotel image must be made.
* The literature to support hypotheses one, four and seven should be added more.
* Is the pre-test conducted prior to the survey distribution?
* I cannot see any measurement items for each variable.
* I cannot see any Cronbach Alpha values for each variable.
* I think it is better to indicate a path model after the data analysis is completed.
* I cannot see any theoretical and managerial implications of this paper.
* What is the contribution of this paper?
* In the limitation and direction for future research, the authors can indicate that future studies may be able to focus on "experiential image", as proposed by Wu and Cheng
(2018).
Wu, H. C., & Cheng, C. C. (2018). An empirical analysis of green experiential loyalty: A case study. Journal of International Food & Agribusiness Marketing. DOI:
10.1080/08974438.2018.1482484
* Proofreading is required since there are some technical and grammatical errors throughout this paper.
Date Sent: 30-Apr-2019
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No Reviewer’s Comments Response
1 The abstract is long and wordy. Please try to Amendment made as suggested
make it concise.
2 Please be sure to follow APA styles for the Amendment made as suggested for the
sources cited in this paper. whole citations
3 I still cannot relate the research problems Thank you for the feedback. The first
with the research objectives. research problem is about the lack of
consensus among scholars Wu and Wong
(2014), Ryu, Lee and Gon (2012), Wu
and Go (2013) and Hussein et al. (2013)
about the dimensions of experiential
quality. These differences happen because
experience quality is considered culture
based construct (Karatepe et al.2005).
Thus, to fill this gap, the first objective of
this study is to explore the dimensions of
heritage hotel experiential quality.
For the second research gap, it is about the

lack of published researches discussed
about the relationship among experiential
quality, heritage experiential value, hotel
image, customer satisfaction and
behavioural intention. Thus, the second
research gap aim to scrutinize the relation
ships among these constructs in the area of
Indonesia heritage hotel.
4 The definitions of behavioural intention, The definition of these terms have been
heritage experiential quality, heritage made.
experiential value, customer satisfaction and
heritage hotel image must be made.
5 The literature to support hypotheses one, four Some literatures have been added
and seven should be added more.
6 Is the pre-test conducted prior to the survey The pre-test was conducted prior
distribution? distributing the questionnaires.
Prior distributing the questionnaires, the

questionnaires were consulted into two
heritage hotel general managers and two
marketing and tourism academicians to
convince the logic of items used. In
addition, pre-test was conducted by asking
30 respondents to fill the questionnaires.
The results showed that the items used are
valid and reliable.
7 I cannot see any measurement items for each For Partial Least Squares method,
variable. measurement evaluation was conducted
through testing convergent validity,
discriminant validity and uni-
dimensionality. The results of
measurement evaluations were reported
at table 2 and 3
8 I cannot see any Cronbach Alpha values for For Partial Least Square the score of
each variable. composite reliability is better indicator
than Cronbach alpha.
9 I think it is better to indicate a path model The model is provided as suggested
after the data analysis is completed.
10 I cannot see any theoretical and managerial Both theoretical and practical
implications of this paper. implications have been provided in
discussion section
11 What is the contribution of this paper? These two paragraphs were added to
address the comment.
For theoretical standpoint, this study

explores the dimensions of heritage hotel
experiential quality. The exploratory
study suggested interactional experiential
quality, heritage aspects quality and
physical experiential quality are the
dimensions of heritage hotel experiential
quality. Apart from contributing to the
body of tourism and service marketing
literatures by discovering these three
dimensions this study provides a
comprehensive conceptual model
explaining the relationship among
heritage hotel experiential quality,
heritage experiential value, heritage
experiential satisfaction, heritage hotel
image and behavioural intention in the
context of heritage hotel in Indonesia. The
next theoretical contribution is about the
mediation role of heritage hotel image in
the relationship between heritage hotel
experiential quality and behavioural
intention. As this study found the
significant mediating effect of heritage
hotel image.
Two practical contributions were provided

by this study. The first practical
contribution is about the insight for
heritage hotel managers and practitioners
in enhancing heritage hotel customer
experience. This study suggested that to
have a good stay experience, heritage
hotel managers need to give concern into
the interaction between employees and
customers, he heritage attributes of the
hotel and physical elements of the hotel.
Moreover, this study practically implies
that in developing customer behavioural
intention, the managers and practitioners
must improve the experience quality,
customer satisfaction and the image of
heritage hotel.
12 In the limitation and direction for future As the concept of brand image has
research, the authors can indicate that future
studies may be able to focus on "experiential been given a widely concerned by
image", as proposed by Wu and Cheng scholars, to have extensive
(2018).
knowledge about image, the future
study might focus to develop the
idea of heritage hotel experiential
image as suggested by Wu and
Cheng (2018).
Decision Letter (JHT-0735.R1)
To: sabil@ub.ac.id
CC:
Subject: Journal of Heritage Tourism - Decision on Manuscript ID JHT-0735.R1
Manuscript ID JHT-0735.R1 entitled "Heritage Experiential Quality and Behavioural Intention: A Lesson from Indonesian Heritage Hotel Consumer" which you submitted to the
Journal of Heritage Tourism, has been refereed. The comments of the referee(s) are included at the bottom of this email.
The referee(s) have suggested further revisions to your paper, some of which are quite major. I would like you to respond to the referee(s)' comments and revise your
manuscript accordingly.
Once you have revised your paper you will need to log into https://mc.manuscriptcentral.com/cvp-jht and enter your Author Centre, where you will find your manuscript title
listed under "Manuscripts with Decisions." Under "Actions," click on "Create a Revision." Your manuscript number will be extended to denote a revision.
Alternatively, once you have revised your paper, it can be resubmitted to Journal of Heritage Tourism by way of the following link:
*** PLEASE NOTE: This is a two-step process. After clicking on the link, you will be directed to a webpage to confirm. ***
https://mc.manuscriptcentral.com/cvp-jht?URL_MASK=a4516bb80f344c28bcaee3a6e15e03cd
You will be required to respond to the comments made by the reviewer(s) in the space provided. You can use this space to document any changes you make to the original
manuscript.
Please upload a revised version of your paper by 30-Jun-2020. If you have trouble meeting this deadline, please get in touch to discuss an extension. If you don't intend to
revise the article, please let me know so that I can keep my records up-to-date.
Once again, thank you for submitting your manuscript to the Journal of Heritage Tourism and I look forward to receiving your revision.
Best wishes,

Editor
Referee(s)' Comments to Author:
Referee: 1
Comments to the Author

I really appreciate the authors' great effort to revise this paper based on my previous comments. To further improve the quality of this paper, I propose some comments again
and hopefully the author(s) can reconsider them.
* This study focuses on a lesson from Indonesian heritage hotel consumer. I, however, cannot see any introduction to Indonesian heritage hotel consumer in the introduction
section.
* The literature should be added more to support H1-H12.
* Try to round off to the 2nd decimal place throughout this paper in terms of all of the figures displayed in this paper.
* Is it possible to see the respondents' demographic information using a table?
* I still cannot see the statement for the measurement items of each variable examined in this paper. If you do not understand how to display the measurement items, please
refer to Tables 2 and 4 in Wu and Li (2017).
* I cannot clearly see how the focus group discussion is conducted in this study.
* What kind of sampling was conducted in this paper?
* In the discussion section, I would like to see the reasons why H6, H10 and H11 are insignificant.
* The practical implications of this paper should be added more since it is too short.
* If possible, try to update more literature related to this study from the papers of Wu or Wu et al.
Date Sent: 02-Jan-2020
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Comments Feedback
I really appreciate the Thank you
authors' great effort to
revise this paper based on
my previous comments. To
further improve the quality
of this paper, I propose
some comments again and
hopefully the author(s) can
reconsider them.
* This study focuses on a As part of the Indonesian hotel

lesson from Indonesian industry, the heritage hotel
heritage hotel consumer. I,
however, cannot see any industry is experiencing rapid
introduction to Indonesian growth. Data on hotel industry
heritage hotel consumer in
the introduction section. published by Indonesian
Statistics (2016) showed that
the number of hotels increased
from 1,778 Hotels in 2013 to
2,387 Hotels in 2016. The
number of guests per day also
increased from 132,195 in 2013
to 174,168 in 2016. One major
event that might have
contributed to the growth is the
establishment to classify
Heritage hotels as part of the
nation's cultural heritage by the
Indonesian Ministry of Tourism.
A report provided by the Oxford
Business Group (2015) stated
that the authorities are striving to
preserve the heritage and
cultural destinations as they
attract tourists, both domestic
and international. Particularly
heritage hotels which are mostly
built surrounding Indonesian's
historical locations. Hence,
heritage hotels are expected to
continue exposing their core
historical building and attributes
(Henderson, 2013). In 2015,
around 90% of hotels survived
on the domestic market alone. In
the same year, among 10 million
international tourists, European
tourists are at the top of the list
in terms of heritage and cultural
tourism. Based on these facts, it
is worth studying the hotel
industry in Indonesia.
* The literature should be

added more to support H1-
H12. .
* Try to round off to the Amendment made as suggested
2nd decimal place
throughout this paper in
terms of all of the figures
displayed in this paper.
* Is it possible to see the Respondents demographic
respondents' demographic provided as requested
information using a table?
* I still cannot see the The measurements were added.
statement for the Pleasee see table XX
measurement items of each
variable examined in this
paper. If you do not
understand how to display
the measurement items,
please refer to Tables 2 and
4 in Wu and Li (2017).
* I cannot clearly see how Each FGD session was

the focus group discussion conducted around 90 minutes
is conducted in this study.
Every session consist of nine
heritage hotel customers and
was led by a moderator who was
accompanied by a note taker.
The participants must have
stayed at least once in a
heritage hotel during the six-
month period prior to the FGDs
being conducted. The
participants also must be above
18 years old and they must have
stayed because of their own
willingness.
* What kind of sampling Convenience sampling method
was conducted in this
paper?
* In the discussion section, While heritage experiential

I would like to see the value has a significant positive
reasons why H6, H10 and effect on heritage experiential
H11 are insignificant. satisfaction, this study did not
find the effect of this construct
on behavioural intention (H6).
This insignificant effect possibly
occurred as the respondents of
this study mostly categorized as
middle class people with
monthly salary between
Rp.5.000.000 and Rp.
10.000.000 per month. For this
type of customers, price is not
the main factor determining
behavioural intention. In
addition, there is a possibility
that in affecting behavioural
intention, heritage experiential
value should be mediated by a
mediating variable.
While heritage hotel image was

proven to have a mediating role
in the relationship between
heritage experiential quality and
behavioural intention, this study
did not find the mediating effects
of both heritage experiential
value and heritage experiential
satisfaction. Heritage
experiential value was failed to
be the mediating variable since
this research did not find the
direct impact of heritage
experiential value on
behavioural intention. Following
Baron and Kenny (1986)
mediation analysis steps, to be a
mediator, heritage experiential
value must have a direct positive
effect on behavioural intention.
In this study, heritage
experiential satisfaction was
also not found as a mediating
variable. This finding is
interesting as heritage
experiential satisfaction is the
outcome of heritage experiential
quality as well as the predictor of
behavioural intention. The
possible reason to explain the
non-signficant indirect effect of
heritage experiential quality on
behavioural intention through
heritage experiential satisfaction
is about Preacher and Hayes’s
contention about multiple
mediation (2008). Since, the
proposed conceptual model
offered few potential mediating
variables, these mediating
variables compete each other.
* The practical implications Upon the completion of the

of this paper should be proposed research objectives,
added more since it is too
short. this research suggested a few
practical implications. The first
practical implication is about the
importance of heritage
experiential quality in enhancing
heritage hotel behavioural
intention. This importance
finding suggested that heritage
hotel management needs to
provide good quality of
experience for the customers.
Furthermore, the finding of this
study explained that heritage
experiential quality could be
enhanced through three
aspectcs name physical,
experiential quality, interactional
experiential quality, and
heritage-aspect quality. Among
these three aspects,
interactional experiential quality
is the most important aspect of
explaining good experience in
the customer mind. Heritage
hotel management needs to
ensure that all staff might serve
the customer well. The hotel
staff must be able to provide
quick and accurate respond
toward the needs and wants of
customers. Enhancing the
politeness and performance is
also important for the hotel
management to enhance
customer experience quality.
The other practical implication
for this study is about the needs
of hotel management to
strengthen the heritage image of
the hotel. Mostly, the heritage
hotel customers are very
segmented into the person who
appreciates historical and
cultural things. For that reason,
since this study revealed the
role of heritage hotel image in
affecting behavioural intention,
hotel management must be able
to enhance the heritage image
of the hotel.
* If possible, try to update

more literature related to
this study from the papers
of Wu or Wu et al
To: sabil@ub.ac.id
CC:
Subject: Unable to Display Letter Tag (##DOCUMENT_ID_EXTERNAL##) (Journal of Heritage Tourism) A revise decision has been made on your submission
Ref: JHT-0735.R2, "Heritage Experiential Quality and Behavioural Intention: A Lesson from Indonesian Heritage Hotel Consumer"
Thank you for submitting your revised paper to the Journal of Heritage Tourism. I have read over the paper and feel that you have nearly addressed all of the reviewers'
concerns. I did notice that the reviewer suggested you change numbers in the findings to two decimal places, which you said you did on this revised paper. However, it appears
that all of your numbers are still carried to three decimal places. Can you please revisit this and comment?
Also, I have edited the new sections of the paper and other areas and fixed some references. I have attached the revised Word document here. Please accept all the changes
and address the couple of minor issues I have raised. Use this version as the current working version for your revisions and for reloading into the editorial system. Once you
have adequately done this, then we can continue on the pathway to publication. Thanks!
I am pleased to inform you it is now almost ready to be accepted, subject to completing some minor modifications to ensure the paper is in a form and format suitable for
publication. These are mainly housekeeping matters, notably to upload a 'clean copy' and to make sure that we have complete and up-to-date author details.
You need to check your paper has been prepared in keeping with the style and referencing guidelines of the journal (please refer to the Instructions for Authors pages of the
journal website http://www.tandfonline.com/rjht). You should also re-read your paper to check for consistency in use of acronyms, referencing, terminology, and for its clarity.
Failure to do this now will result in numerous queries from the copy-editor. Once the clean copy has been sent for type-setting it will not generally be possible to amend the
text (including abstracts) further except to correct typographical errors.
Once a final version is ready please re-upload the files (with track changes turned off) ready for us to forward to the publisher for copyediting. The final version need not be
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If you have any questions please contact the Editorial Office.
Thank you for your contribution to Journal of Heritage Tourism. We look forward to receiving your finished manuscript.
Best wishes,

Editor
Date Sent: 27-May-2020
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To: sabil@ub.ac.id
CC: rjht-peerreview@journals.tandf.co.uk
Journal of Heritage Tourism - Decision on Manuscript ID JHT-
Subject:
0735.R3
Body: Heritage Experiential Quality and Behavioural Intention: Lessons
from Indonesian Heritage Hotel Consumers
Dear Ananda Sabil,
Thank you for making the revisions to your paper as I requested. I

have reviewed the revised manuscript and feel that you have
adequately addressed all the concerns. Therefore, I am pleased to
accept your paper for publication in Journal of Heritage Tourism.
Congratulations and thank you for your contribution to the journal.
If you have any queries, please contact Cris Ann Bausing at rjht-
peerreview@journals.tandf.co.uk. You will receive proofs for
checking and instructions for transfer of copyright in due course.
Responsibility for checking and correcting page proofs lies with you,
the author. The correction of proofs should be restricted to copy-
editor’s errors only. Please make sure that you check the proofs
thoroughly and return your corrections promptly, to avoid delays in
online publication.
Best wishes,

Editor
Referee(s)' Comments to Author:

Date Sent: 18-Jun-2020
ISSN: (Print) (Online) Journal homepage: https://www.tandfonline.com/loi/rjht20
Heritage experiential quality and behavioural

intention: lessons from Indonesian heritage hotel
consumers
Ananda Sabil Hussein & Raditha Hapsari
To cite this article: Ananda Sabil Hussein & Raditha Hapsari (2021) Heritage experiential quality
and behavioural intention: lessons from Indonesian heritage hotel consumers, Journal of Heritage
Tourism, 16:3, 317-336, DOI: 10.1080/1743873X.2020.1792474
To link to this article: https://doi.org/10.1080/1743873X.2020.1792474
Published online: 16 Jul 2020.
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JOURNAL OF HERITAGE TOURISM
2021, VOL. 16, NO. 3, 317–336
https://doi.org/10.1080/1743873X.2020.1792474
Heritage experiential quality and behavioural intention: lessons

from Indonesian heritage hotel consumers
Ananda Sabil Hussein and Raditha Hapsari
Department of Management, Faculty of Economics and Business, Universitas Brawijaya Malang, Malang, Indonesia
ABSTRACT ARTICLE HISTORY

Two research objectives have been addressed in this study. The first Received 21 January 2019
objective aims to explore the dimensions of heritage experiential quality. Accepted 18 June 2020
The second objective is to scrutinise the relationships that exist between
KEYWORDS
heritage experiential quality and other relevant marketing constructs, Experiential quality;
namely heritage experiential satisfaction, heritage experiential value (HEV), behavioural intention; hotel
heritage hotel image, and behavioural intention. Data were collected from image; experiential value;
heritage hotels in Malang City, Indonesia, and the findings of the study heritage hotel
generated three dimensions of heritage experiential quality, namely
physical experiential quality, interaction experiential quality, and heritage
aspects quality. The findings show that heritage experiential quality plays
an important role in affecting behavioural intentions, heritage experiential
satisfaction, HEV, and hotel image. The study explains that apart from its
direct effect on behavioural intentions, heritage experiential quality has an
indirect effect on behavioural intentions through the image of the
heritage hotel.
Introduction
Customer loyalty is considered to be an important construct in the marketing field. Andreassen and
Lindestad (1998) argued that customer loyalty provides tangible benefits for a business organisation.
Having loyal customers means that a company can enhance its profits as the company does not need
to spend much to attract new customers (Oliver, 2010). In accordance with the marketing field, cus-
tomer loyalty has also been the main concern of researchers in the area of tourism and hospitality.
Some studies have shown the antecedents of customer loyalty in this area such as service quality
(Brady & Cronin, 2001; Park et al., 2004), brand image (Hapsari et al., 2017), perceived value
(Chen & Chen, 2010), customer satisfaction (Channoi et al., 2018), and switching cost (Clemes
et al., 2014).
Apart from the above-mentioned constructs, scholars have found that experiential quality is an
important antecedent of behavioural intention (Wu & Li, 2014; Wu, Wong, et al., 2014). In the
area of the hospitality industry, Wu et al. (2017) suggested that experiential quality is the superior
experience perceived by a consumer. The study indicated that the more positive the experience per-
ceived by the consumers, the higher the behavioural intention will be.
While previous studies have explained the importance of experiential quality on behavioural
intention, some gaps still exist in the literature. The first gap is regarding the dimensions of
experiential quality. Karatepe et al. (2005) explained that similar to service quality, experiential
quality is considered to be a culture-based construct. This means that the dimensions of experi-
ential quality vary among cultures and industrial settings. For example, Wu, Li, et al. (2014)
CONTACT Ananda Sabil Hussein sabil@ub.ac.id

© 2020 Informa UK Limited, trading as Taylor & Francis Group
318 A. S. HUSSEIN AND R. HAPSARI
declared there to be four dimensions of food festival experiential quality, namely interaction
quality, physical quality, outcome quality, and access quality. However, in the area of the dining
industry, the dimension of experiential quality appeared to be the food aspects, while the phys-
ical environment and service quality were the dimensions of dining experiential quality (Kisang
et al., 2012). Similar to other areas of study, there is no consensus among scholars about the
dimensions of hotel experiential quality. The study of a five-star hotel in Taiwan (Wu & Ko,
2013) found there to be three dimensions of hotel experiential quality: outcome quality,
environment quality, and interaction quality. Three dimensions of experiential quality were
explored in a five-star hotel and two dimensions (i.e. physical environment and interactional
environment) were found in the context of boutique hotels (Hussein et al., 2018). Hence, to
fill in this gap, this study is crucial to explore the dimensions of experiential quality in the con-
text of heritage hotels in Indonesia.
The second gap is about the lack of publications integrating the theories that explain the inter-
relationships between experiential quality, perceived value, hotel image, customer satisfaction, and
behavioural intention. Scholars have suggested the importance of these constructs in the area of mar-
keting (Amin et al., 2013; Bloemer & de Ruyter, 1998; Ilias & Panagiotis, 2010), tourism (Chi & Qu,
2008; Wu, Li, et al., 2014), and hospitality (Channoi et al., 2018; Hussein et al., 2015; Wu & Liang,
2009). However, to date, there has been no study especially in the context of a heritage hotel inte-
grating these constructs into a single conceptual framework. Integrating these constructs into a com-
prehensive model would improve the predictive power of the model (Hussein, 2018). To add novelty
as well as value, this study developed the idea of heritage experiential value (HEV) to replace the
construct of perceived value. This is as this concept is more contextual than the general concept
of perceived value. This notion was developed based on the service-dominant logic approach
(Vargo & Lusch, 2004).
As part of the Indonesian hotel industry, the heritage hotel sector is experiencing rapid
growth. Hotel data show that the number of hotels increased from 1778 hotels in 2013–2387
hotels in 2016 (Indonesian Statistics, 2016). The number of guests per day also increased
from 132,195 in 2013 to 174,168 in 2016. One major event that might have contributed to
the growth is the move to classify heritage hotels as part of the nation’s cultural heritage by
the Indonesian Ministry of Tourism. A report provided by the Oxford Business Group
(2015) states that the authorities are striving to preserve heritage and cultural destinations as
they attract tourists, both domestic and international. This is particularly the case with heritage
hotels, which are located around Indonesian’s historical areas. Heritage hotels are expected to
continue to be part of the core national heritage, based upon their historical attributes (Hen-
derson, 2013). In 2015, around 90% of the country’s hotels subsisted on the domestic
market alone. The same year, some 10 million international tourists, mostly Europeans partici-
pated in heritage and cultural tourism in Indonesia. Given the importance of cultural heritage
and the role that heritage hotels play in that sector in Indonesia, it is worthwhile studying the
heritage hotel industry in that country.
Based on the research gaps, two research objectives were formulated in this study. The first
research objective is to explore the dimensions of heritage hotel experiential quality as perceived
by the consumers and the second objective is to scrutinise the interrelationships between heritage
experiential quality, HEV, customer satisfaction, hotel image, and behavioural intention. Upon
the completion of the two objectives, this study provided both theoretical and practical contri-
butions. For the theoretical standpoint, this study explored the dimensions of heritage hotel experi-
ential quality from the perspective of an Indonesian consumer as part of the Eastern culture.
Moreover, this study explains the relationship between heritage hotel experiential quality and behav-
ioural intention. For the practical contributions, this study provides an insight for heritage hotel
managers in terms of creating a good experience for their consumers to enhance behavioural
intention.
JOURNAL OF HERITAGE TOURISM 319
Literature review
Behavioural intention
The construct of customer loyalty has been acknowledged widely as an important construct in
marketing studies (Jay et al., 2015; Nyadzayo & Khajehzadeh, 2016). Suhartanto et al. (2013)
claimed that the idea of brand loyalty is divided into three perspectives, namely attitudinal,
behavioural, and composite loyalty. For behavioural perspective, brand loyalty is shown by
the actual repeat purchase by the customers of the same brand (Ehrenberg et al., 1990). The
behavioural perspective is based on the actual repeat purchase, an attitudinal brand loyalty
or a behavioural intention perspective that looks at loyalty as an attitude and focus on beliefs
or opinions in measuring said loyalty (Back & Parks, 2003). Composite loyalty is the perspec-
tive of measuring loyalty based on the composite of attitudinal and behavioural loyalty (Suhar-
tanto et al., 2013). For this study, following Wu and Li (2014) suggestion, behavioural intention
is about the intention of an individual to be loyal.
Oliver (1999) suggested that loyalty is a psychological commitment to repurchasing a preferred
product or service in the future. Apart from this contention, the idea of behavioural intention has
been used widely in the area of tourism and hospitality studies (Hapsari et al., 2017; Ramamoorthy
et al., 2018). For that reason, this study used the notion of behavioural intention to measure customer
loyalty. In the area of tourism, hospitality, and marketing studies, some constructs have been found
to be determined as the antecedents of behavioural intention such as customer satisfaction (Hussein,
2018), perceived value (Hapsari, 2018), service quality (Wong et al., 2015), and brand image (Nam-
kung & Jang, 2007).
Heritage experiential quality

The notion of heritage experiential quality is derived from the idea of hierarchical service qual-
ity as proposed by Brady and Cronin (2001). Referring to Brady and Cronin (2001), service
quality consists of three primary dimensions, namely interaction quality, physical quality, and
outcome quality. Interaction quality is about the interaction between the consumer and the ser-
vice providers. Physical quality is about the built facilities where the service delivery happens
and outcome quality refers to the outcome of the service acts and what the conception of qual-
ity is (Wu, Li, et al., 2014).
While some studies have investigated the idea of hierarchical service quality in some industrial
settings (Bakar et al., 2017; Channoi et al., 2018; Clemes et al., 2011; Clemes et al., 2014), Lemke
et al. (2011) contended that service quality is not enough in the context of the hospitality industry.
Hence, scholars have proposed to extend the idea of service quality to experiential quality (Lemke
et al., 2011; Wu & Li, 2014; Wu, Li, et al., 2014). This notion is in accordance with the notion of
service-dominant logic theory (Vargo & Lusch, 2010), explaining that in the era of service-centred
logic, the idea of ‘service’ used in traditional marketing should be transformed into experience. In
this study, referring to Wu and Li (2017), heritage experiential quality is about a tourist’s judgement
regarding the superiority or excellence of the heritage tourist experience.
As experiential quality is a culture-based construct (Karatepe et al., 2005), the dimensions of
experiential quality vary between settings and cultures. The study by Wu and Li (2014) found
that physical quality, outcome quality, interaction quality, and access quality were the dimensions
of heritage tourism experiential quality. In the context of Food Festival in Macau, Wong et al.
(2015) determined there to be five dimensions of experiential quality, namely physical quality, inter-
action quality, outcome quality, access quality, and programme quality. Hussein et al. (2018), in their
study on Indonesian boutique hotels, explained that the boutique hotel experience quality consisted
of two dimensions, namely the physical environment and social interaction. These studies show that
experiential quality has different dimensions according to the setting and culture. Thus, there is a
need to explore the dimensions of heritage hotel experiential quality.
Heritage experiential value

The notion of HEV is rooted in the service-dominant logic (S-D Logic) theory of marketing (Vargo
& Lusch, 2004). Specifically, this notion is derived from the idea of value co-creation theory (Vargo &
Lusch, 2010) and expectancy-value theory (Cohen et al., 1972). According to value co-creation the-
ory, the customer is an active contributor in the process of creating value. Hence, in the context of
heritage tourism, the participation of the customer within the process of value creation enhances
their heritage experience. In the perspective of value expectancy theory, behavioural intention is
the result of a belief or expectancy that a product or service has attributes or consequences (Rayburn
& Palmgreen, 1984). By synthesising these two notions, this study developed the construct of
HEV, which is defined as the value resulting from the visitors experience upon their interaction
with a heritage hotel.
Heritage experiential satisfaction and heritage hotel image

Customer satisfaction is one of the most well-known constructs in the area of marketing studies. It is
defined as the consumers’ reaction to a service experience that is based on their cognitive and affec-
tive evaluation and the comparison between customer perception and the expectation of service per-
formance (Hapsari et al., 2017). Cronin et al. (2000) explained that customer satisfaction is an
essential element in creating customer retention. This notion has been used widely as the predictor
of customer loyalty in the area of service marketing (Hapsari et al., 2017; Namkung & Jang, 2007;
Sekarsari et al., 2016). These studies explain that the higher the customer satisfaction is, the higher
their loyalty will be. Theoretically, the notion of customer satisfaction is derived from expectation-
disconfirmation theory (Oliver, 1980). According to this theory, customer satisfaction is about the
gap between what is expected and what is perceived by the customers.
Zeithaml and Bitner (1996) contended that image is considered to be an important element in
affecting the customers’ perception of the goods and services offered. In the domain of hospitality
research, especially in the hotel industry, the notion of hotel image has been recognised to have
an important role in shaping the customer’s perception (Kandampully & Suhartanto, 2000). Nor-
mann (2000) explained that in influencing the customers’ mind, image combines the effects of mar-
keting communications and the real experience of the customer when they are interacting with the
products or services. For this study, as the setting of study is more focused on heritage hotels, the
image will be based on the perception of the heritage hotel customer upon their interaction with
the hotel itself.
Research model and hypothesis development

The following sections will discuss the proposed model and hypothesis development. In building the
research model, this study relies on marketing and behavioural theories such as service-dominant
logic (Vargo & Lusch, 2004), hierarchical experiential quality (Brady & Cronin, 2001), expect-
ancy-disconfirmation theory (Oliver, 1980), and attitudinal loyalty (Dick & Basu, 1994).
As a construct derived from S–D Logic theory, HEV cannot be separated from the notion of heri-
tage experiential quality. When customers have a good experience when staying at a heritage hotel,
they have a higher HEV than the customers who do not have a good experience. In the area of mar-
keting, some of the previous studies showed the importance of experience in affecting perceived
value (Chen & Chen, 2010; Hussein et al., 2018; Jin et al., 2015). In accordance with the marketing
studies, the effect of experiential quality on visitor perceived value was found by Wu and Li (2014) in
the context of Macau heritage tourism. These studies contended that the better the experience quality
perceived by the customers, the higher the perceived value will be. Hence, it is proposed that:
H1: Heritage experiential quality has a positive significant effect on HEV.
Following expectancy-disconfirmation theory, customer satisfaction is about the gap between what is
expected and what is received by the customers. Satisfaction will be perceived if what is received by
the customers is higher or better than their expectations. Thus, in the context of the heritage hotel
industry, hotel customers will be more satisfied in the situation where they have a good experience
when interacting with the hotel. Previous studies have shown that experience quality plays an impor-
tant role in creating satisfaction (Sekarsari et al., 2016; Suhartanto et al., 2020; Wu, Wong, et al.,
2014). These studies indicated that the higher the experience quality perceived by the customers,
the more satisfied the customer will be. Similar to the idea of customer satisfaction, the customers’
perception of the object image depends on the stimuli received. Hence, experience quality will have
an effect on the perception of the image. Prior studies have shown that customers who have good
experience quality will have a positive perception of the image of the products or services offered
(Kisang et al., 2012; Moon & Han, 2019; Wu & Li, 2014). Thus this study proposes that:
H2: Heritage experiential quality has a positive significant effect on heritage experiential satisfaction
H3: Heritage experiential quality has a positive significant effect on heritage hotel image.
Theoretically, customer experience has been determined to be the antecedent of behavioural inten-
tion. Customers who have a positive experience tend to be more loyal than customers who do not
have a good experience. Some empirical studies have found there to be a positive effect from custo-
mer experiential quality on behavioural intention. For example, the study of Wong et al. (2015)
found that Macau Food Festival experiential quality has a positive significant effect on customer loy-
alty. Similar to Wong et al. (2015), Chen and Chen (2010) discovered the essential role of experiential
quality on behavioural intention. The effect of cruise experiential quality on behavioural intention for
cruise tourists in Hong Kong was also indicated by Wu et al. (2018). In Indonesia, Hussein (2018)
suggested the effect of casual dining experiential quality on behavioural intention. Thus:
H4: Heritage experiential quality has a positive effect on behavioural intention
In the context of tourism and hospitality, perceived value has been recognised widely as the deter-
minant of customer satisfaction (Chen & Chen, 2010; El-Adly, 2019; Gallarza & Gil Saura, 2006; Ryu
et al., 2008). These studies have shown that the customer having a positive value perception of the
object or service means that they are more satisfied than the customer that has a perceived lower
value of the products or service offered. Similar to its relationship with customer satisfaction, pre-
vious studies have shown the significant effect of value on behavioural intention (Ahn & Kwon,
2020; Clemes et al., 2010; Hu et al., 2009). The higher the perceived value is, the higher the behav-
ioural intention will be. In accordance with these previous studies, it is proposed that:
H5: HEV has a positive significant effect on heritage experiential satisfaction
H6: HEV has a positive significant effect on behavioural intention.
Customer satisfaction is one of the constructs that has an essential role in creating a positive image.
Previous studies from the marketing perspective show the significant effect of customer satisfaction
on image (Cheng et al., 2019; Hapsari et al., 2017; Hu et al., 2009). These studies explain that the
more satisfied the customer is, the more positive the image perceived will be. Apart from its effect
on image, customer satisfaction was found to have a positive significant effect on behavioural inten-
tion (Hapsari, 2018; Hapsari et al., 2017; Wong et al., 2015; Wu, Li, et al., 2014). The higher customer
satisfaction is, the higher behavioural intention will be. Based on these literatures, two hypotheses
were proposed. They are:
H7: Heritage experiential satisfaction has a positive effect on heritage hotel image
H8: Heritage experiential satisfaction has a positive effect on behavioural intention
As image is considered to be an important element in shaping the individual’s perception of the pro-
ducts or services offered (Zeithaml & Bitner, 1996), scholars have predicted its essential effect in
relation to creating loyalty. Previous studies in the domain of marketing and tourism-hospitality
have found there to be an important role of image on loyalty (Hapsari et al., 2017; Kandampully
& Suhartanto, 2000; Wong et al., 2015; Wu et al., in press). These studies have explained that the
more positive an image is, the higher the loyalty will be. Based on this contention, in the study of the
heritage hotel industry, it is proposed that:
H9: Heritage hotel image has a positive effect on behavioural intention
Scholars (Bagozzi, 1986; Mehrabian & Russell, 1974) suggested that stimuli received by individuals
will affect their internal state and these individual’s internal states will create behavioural respond.
Based on the previous studies, experiential quality as an external stimuli has a positive significant
effect on value (Chen & Chen, 2010; Hussein et al., 2018; Jin et al., 2015), satisfaction (Sekarsari
et al., 2016; Suhartanto et al., 2020; Wu, Wong, et al., 2014), and image (Kisang et al., 2012;
Moon & Han, 2019; Wu & Li, 2014) which are considered as individual’s perception and emotion.
In addition, previous studies (Ahn & Kwon, 2020; Hapsari, 2018; Hapsari et al., 2017) noted that
value, satisfaction, and image are the determinants of behavioural intention. Thus, for this study,
it is possible that HEV, heritage experiential satisfaction, and heritage hotel image as the individual’s
internal-state variables will mediate the effect of heritage experiential quality on behavioural inten-
tion. Thus, it is proposed that:
H10: HEV mediates the effect of heritage experiential quality on behavioural intention.
H11: Heritage experiential satisfaction mediates the effect of HEQ on behavioural intention
H12: Heritage hotel image mediates the effect of HEQ on behavioural intention
The conceptual model for this study is shown in Figure 1.
Methods
Research design
In order to answer the two research objectives, this study conducted two consecutive smaller studies.
The first study was categorised as an exploratory study that aims to explore the dimensions of heri-
tage experiential quality. In exploring the dimension of heritage experiential quality, this study fol-
lowed the steps proposed by Churchill (1979). The results of the first study were used in the second
study. The second study is considered to be an explanatory study as it tested the proposed
hypotheses.
For the first research objective, Exploratory Factor Analysis (EFA) with the principal component
method of extraction and varimax rotation was employed to analyse the Heritage Experiential Qual-
ity Dimensions and associated items. The results of the EFA indicate that the score of KMO and Bar-
tlett’s test should be higher than 0.500 as the cut-off value.
The data collected was tested using the Partial Least Squares (PLS) technique via smartPLS 3.2.8
software. Two stages of analysis, namely inner and outer model analysis, were also employed in order
to check the robustness of the tested model.
Outer model analysis consisted of discriminant validity, convergent validity, and the uni-dimen-
sionality test, which was conducted first. In order to ensure that the model is free from the conver-
gent validity problems, the outer loading should be above 0.6 and the Average Variance Extracted
(AVE) should be above 0.5. Furthermore, the values of factor loading and cross loading were also
evaluated in order to ensure that there was no discriminant validity problem. Discriminant validity
problem can be detected when the factor loading is lower than the cross loading. Uni-dimensionality
was evaluated by looking at the composite reliability score. The composite reliability score was more
than 0.7, which indicates that the construct has no uni-dimensionality problems (Hair et al., 2010).
The inner model was evaluated through the Goodness of Fit (GoF) indexes as suggested by
Tenenhaus et al. (2005). There are three categories of GoF index: small = 0.1, medium = 0.25, and
large = 0.36.
After the outer and inner model were evaluated and showed satisfactory results, then the hypoth-
esis tesing was conducted. The hypothesis testing was performed with the alpha set at 5% (t = 1.96).
Figure 1. Conceptual model.
To test the mediation effect, Sobel’s test was performed combined with Baron and Kenny’s (1986)
steps in terms of testing the mediating effect.
Participants and samples

To answer the first research objective, this research conducted two series of Focus Group Discussions
(FGDs) and a survey via a self-administered questionnaire. Using a convenice sampling approach, each
FGD session was done around 90 min. Every session consisted of nine heritage hotel guests and was led
by a moderator who was accompanied by a note-taker. The participants must have stayed at least once
in a heritage hotel during the six months prior to the FGD. Participants were also required to be older
than 18 years, and they must have stayed in a heritage accommodation willingly. For the survey, 250
self-administered questionnaires were distributed, while only 197 questionnaires were usable, yielding
a 78.8% response rate. Similar to the FGD, the respondents must be above 18 years old, and they must
have stayed in a heritage hotel at least once within the last six months.
As the second research objective is to test the effect of heritage hotel experiential quality dimen-
sions on behavioural intention, self-administered questionnaires were distributed to 200 respon-
dents. However, only 163 returned questionnaires were usable, yielding an 81.5% response rate.
Since the data was analysed through the PLS technique, the collected samples were considered to
be enough. From the demographic data, the following profile emerges: 54.17% were male, 53%
were aged between 31 and 50, 46% had an undergraduate level of education, and 83% had an income
between Rp 5,000,000 and Rp 10,000,000 per month. Table 1 showed respondent’s demography for
sub-samples 1 and 2.
Measurements
The questionnaire used in this study was divided into two parts. The first part collected the respon-
dents’ demographic information and the second part measured the respondents’ perception of the
Table 1. Demography of respondents.

Sub-Sample 1 Sub-Sample 2
(n = 197) (n = 163)
f % f %
Gender Male 129 65.48 89 54.60
Female 68 34.52 74 45.40
Age <21 5 2.54 6 3.68
21–30 26 13.20 27 16.56
31–40 78 39.59 45 27.61
41–50 65 32.99 31 19.02
51–60 12 6.091 25 15.34
>61 11 5.58 4 2.45
Education High school 10 5.08 24 14.72
Diploma 25 12.69 21 12.88
undergraduate 89 45.18 75 46.01
postgraduate 66 33.50 40 24.54
doctoral 7 3.55 3 1.84
Income Rp.1,000,000–Rp 5,000,000 3 1.52 6 3.68
Rp 5,000,000–Rp 10,000,000 165 83.76 135 82.82
>Rp. 10,000,000 28 14.21 22 13.50
investigated variables. The Likert scale employed ranged from strongly agree (1) to strongly disagree
(5) to measure the investigated constructs.
Prior to distributing the questionnaires, the questionnaires were presented in a consultation with
two heritage hotel general managers and two marketing and tourism academicians to convince them
of the logic of the items used. In addition, a pre-test was conducted by asking 30 respondents to fill in
the questionnaire. The results showed that the items used are valid and reliable.
The measures for heritage hotel experience quality were developed based on the procedures pro-
posed by Churchill (1979). Behavioural intention was measured using four items adapted from
Wong et al. (2015). Heritage perceived value was adapted from Wu and Li (2017) and Suhartanto
et al. (2013). Heritage Hotel Image was adapted from Kandampully and Suhartanto (2000), and
Heritage Experiential Satisfaction was adapted from Suhartanto et al. (2013).
Findings
Data analysis pertaining to research objective 1
The first research objective aims to explore the dimension of heritage hotel experiential quality.
According to the literature review, three dimensions of experiential quality were identified, namely
physical quality, interaction quality, and physical quality. These three dimensions were discussed in
two series of FGDs to ensure the appropriateness of the dimensions in the context of heritage hotel
experiential quality. The FGDs proposed 17 items related to heritage hotel experiential quality.
EFA with the principal component method of extraction and varimax rotation was employed to
analyse the items. The result of EFA indicated that the score of KMO and Bartlett’s test was 0.875.
This is higher than 0.500 as the cut-off value. This means that further analysis can be conducted.
Upon the completion of EFA, three dimensions were extracted. The factor loading for the items
ranged between 0.526 and 0.822. An item was deleted as its loading was below 0.5. Because there
were no cross-loading problems faced, all items were retained. To test the dimensionality of the con-
structs, reliability tests were conducted. Cronbach’s Alpha for each construct varies between 0.830
and 0.852.
After the discussion with the experts, the three dimensions were named physical quality, inter-
action quality, and heritage aspect quality.
(1) Physical Quality – Physical quality is about the physical aspects of the place and the services that
are provided. This includes the facilities, cleanliness, exterior, layout, and design.
(2) Interactional Quality – Interactional quality is about how the employees provide the offered ser-
vices, covering attitude, quick response, problem-solving, and professional skills.
(3) Heritage Aspect Quality – This aspect exposes the heritage elements of the building such as
nuance, atmosphere, and ambience (Table 2).
Upon the completion of EFA, three dimensions were formed. To confirm that these three dimen-
sions are the dimensions of heritage hotel experiential quality, the second-order analysis was per-
formed. The second-order analyses confirmed that physical quality (b = 0.69; t = 14.09),
interactional quality (b = 0.90 ; t = 61.33), heritage aspects quality (b = 0.84 ; t = 29.72) are
the dimensions of heritage hotel experiential quality. Figure 2 shows the results of the second-
order analysis.
Data analysis pertaining to research objective 2

The second research objective aims to determine the interrelationship between heritage hotel experi-
ential quality, HEV, heritage experiential image, heritage experiential satisfaction, and heritage
behavioural intention. Three steps via PLS analysis were performed to answer the research objectives.
Outer model evaluation

For this study, the validity of the measurements was reflected by three indicators, namely convergent
validity, discriminant validity, and uni-dimensionality. Convergent validity was tested through the
score of the outer loading and AVE. Hair et al. (2010) suggested that 0.70 is the ideal score for
outer loading. However, a score loading above 0.60 is still acceptable. For AVE, it is suggested
that the cut-off value must be above 0.50.
The PLS estimation showed that for the initial estimation, only BI2 has an outer loading lower
than 0.60. Hence, this item was excluded from the model. The second calculation indicated that
all items have outer loadings that are higher than 0.60 and the AVE for each construct is above
0.50. Thus there is no convergent validity issue faced by the measures.
The uni-dimensionality test was conducted to confirm that the variables proposed were uni-
dimensional. In this study, all constructs have a composite reliability that varies between 0.88 and
0.92 (above the cut-off value of 0.70). Thus all constructs are uni-dimensional. Table 3 summarises
the score of the outer loadings, AVE, and composite reliability.
Table 2. Summary of the findings.

Results for Research Objective 1
Physical quality Interactional quality Heritage aspect quality
Items (α = 0.83) (α = 0.85) (α = 0.85)
PEQ1 0.77
PEQ2 0.81
PEQ3 0.82
PEQ4 0.65
PEQ5 0.64
IEQ1 0.56
IEQ2 0.76
IEQ3 0.70
IEQ4 0.74
IEQ5 0.60
IEQ6 0.53
IEQ7 0.64
HAQ1 0.62
HAQ2 0.81
HAQ3 0.75
HAQ4 0.77
Figure 2. Second-order analysis.
Fornell–Larcker’s criterion (Fornell & Larcker, 1981) was employed to test the discriminant validity
problem. Based on this criterion, the discriminant validity problem can be detected through comparing
the square root of AVE with the correlations found among the constructs. To be free from the
Table 3. Outer loading, AVE, and composite reliability.

Constructs Indicators OL AVE CR
Behavioural BI1 I would give good reference about this heritage hotel to 0.89 0.78 0.92
Intention (BI) others
BI3 I want to stay in this heritage hotel again in the future 0.90
BI4 I would encourage family and friends to stay in this heritage 0.87
hotel
Heritage Hotel HHI1 This heritage hotel provides credible products and services 0.88 0.75 0.90
Image (HHI) HHI2 This heritage hotel has sufficient abilities to satisfy the 0.91
demands of customers
HHI3 This heritage hotel has a good reputation in the minds of its 0.80
customers
Heritage Experiential HES1 Staying in this heritage hotel goes beyond my expectations 0.88 0.75 0.92
Satisfaction (HES) HES2 It is worthwhile to stay in this heritage hotel 0.88
HES3 Overall, I am satisfied with ny decision to stay at this heritage 0.90
hotel
HES4 I feel that I contribute to preserve cultural heritage by staying 0.81
in this hotel
Heritage Experiential Value HEV1 This heritage hotel offers fair price 0.88 0.75 0.92
(HEV) HEV2 This heritage hotel offers a good value for money 0.86
HEV3 This heritage hotel offers a good service for the price 0.87
HEV4 Staying in this hotel would be economical 0.85
Interactional Experiential IEQ4 The hotel employees are responsive in providing service to 0.79 0.55 0.90
Quality guests.
(IEQ) IEQ5 The hotel employees are able to serve guests well 0.71
IEQ6 The hotel employees give a sense of security in their services 0.70
IEQ7 The hotel employees greet guests nicely and politely 0.78
IEQ1 I receive the service I need 0.67
IEQ2 The hotel employees provide information about check-in/out 0.77
times.
IEQ3 The hotel employees provide prompt services 0.78
Heritage Aspects HAQ1 The hotel has a large parking area 0.76 0.69 0.90
Quality HAQ2 The hotel decor creates an olden-days atmosphere 0.87
(HAQ) HAQ3 The hotel itself has an olden-days atmosphere 0.84
HAQ4 The hotel has the olden-days feel 0.85
Physical Experiential Quality PEQ1 The hotel possesses good facilities 0.82 0.60 0.88
(PEQ) PEQ2 The hotel’s cleanliness is well maintained 0.82
PEQ3 The hotel has a good exterior 0.83
PEQ4 The hotel employees provide friendly service 0.69
PEQ5 The service time given is as promised 0.68
discriminant validity problem, the square root of AVE must be higher than the correlations among the
constructs. For this study, all of the scores of the square root of AVE are higher than the correlations
among the constructs. Thus, there is no discriminant validity problem. Table 4 depicts the comparison
between the square root of AVE (in parenthesis) and the correlation with other constructs.
Inner model evaluation

Upon the completion of the outer model evaluation, further analysis sought to examine the structural
model or inner model. For this study, the robustness of the structural model was indicated using the
coefficient of determination (R 2), effect size (f 2), predictive relevance (Q 2), and the GoF index.
Chin et al. (2008) suggested that R 2 is classified into three classes. They are weak (0.19), moderate
(0.33), and substantial (0.67). The PLS calculation showed that the R 2 for HEV (R 2 = 0.45), heritage
experiential satisfaction (R 2 = 0.58), and heritage experiential image (R 2 = 0.64) were between mod-
erate and substantial while behavioural intention (R 2 = 0.69) was considered to be substantial.
Apart from evaluating R 2, this study employed Stone–Geisser predictive relevance to evaluate the
inner model. Predictive relevance is about how to measure the level of well-observed values which
were restructured by the model and its parameter (Chin, 2010). To have predicative relevance, an
endogenous construct must have a Q 2 larger than 0 (Q 2 > 0). In this study, the score of Q 2 varied
between 0.296 and 0.501. Hence all constructs have predictive relevance.
Table 4. The comparison between square root of AVE and its correlations.
HAQ HBI HHI HES HEV IEQ PEQ
HAQ (0.83)
BI 0.47 (0.88)
HHI 0.44 0.77 (0.87)
HES 0.46 0.75 0.76 (0.87)
HEV 0.48 0.73 0.74 0.75 (0.86)
IEQ 0.66 0.52 0.51 0.44 0.52 (0.74)
PEQ 0.39 0.59 0.65 0.57 0.64 0.43 (0.77)
Notes: HAQ: Heritage Aspects Quality; BI: Behavioural Intention: HHI: Heritage Hotel Image; HES: Heritage Experiential Satisfaction;
HEV: Heritage Experiential Value; IEQ: Interaction Experiential Quality; PEQ: Physical Experiential Quality.
GoF index is the third indicator used to evaluate the robustness of the structural model. In accord-
ance with Cohen’s (1992) effect size baseline, a GoF value of 0.10 is small while 0.25 and 0.36 are
medium and large, respectively. The estimation found that the GoF score for this study was 0.41.
This GoF is thus considered to be large.
In accordance with the results of the inner model evaluation, it can be concluded that the con-
ceptual model developed is robust. Thus the hypotheses test can be conducted. Table 5 summarises
the results of the inner model evaluation.
Hypothesis test
Hypothesis 1 proposed an effect from heritage experiential quality on HEV. The PLS estimation
showed that heritage experiential quality has a positive significant effect on HEV
(b = 0.67; t = 21.56). This positive significant effect means that the better the experiential quality
perceived by the visitor, the higher the experiential value will be. Similar to its effect on HEV, heritage
experiential quality has a positive significant effect on heritage experiential satisfaction
(b = 0.17; t = 2.08) as suggested by Hypothesis 2. The effect of heritage experiential quality on heri-
tage hotel image was proposed by Hypothesis 3. The statistical estimation found that heritage experi-
ential quality has a positive significant effect on heritage hotel image (b = 0.31; t = 4.86). This
means that the better the quality experienced by the customer is, the better the image of the heritage
hotel will be. This finding supports Hypothesis 3. Predicted as the determinant of behavioural inten-
tion, this study also found there to be a positive significant effect from heritage hotel experiential
quality on behavioural intention as suggested by Hypothesis 4 (b = 0.14; t = 2.50).
Hypothesis 5 suggests that HEV has a positive effect on heritage experiential satisfaction. The PLS
estimation indicated that HEV positively and significantly affects heritage experiential satisfaction
(b = 0.64; t = 6.45). This supports Hypothesis 5. While having a positive significant effect on heri-
tage experiential satisfaction, HEV was not found to have a significant effect on behavioural intention
(b = 0.18; t = 1.76). This means that Hypothesis 6 is rejected.
This study found that experiential satisfaction has a positive effect on hotel image
(b = 0.57; t = 7.15) as proposed by Hypothesis 7. Similar to its effect on hotel image, heritage
experiential satisfaction has a positive significant effect on behavioural intention
(b = 0.26; t = 2.61). This finding supports Hypothesis 8.
Table 5. Inner model evaluation.

Q2 R2
HAQ 0.44 0.67
HBI 0.50 0.69
HHI 0.45 0.64
HES 0.40 0.58
HEV 0.31 0.45
IEQ 0.40 0.78
PEQ √ 0.30 0.53
GoF = AVE x R2 = 0.41
Hypothesis 9 proposed the effect of hotel image on behavioural intention. The PLS estimation
showed that the hotel image has a positive significant effect on behavioural intention
(b = 0.35; t = 3.70). This supports Hypothesis 9.
While Hypotheses 1–9 propose direct relationships among the constructs, Hypotheses 10–12 test
the indirect effects. Hypothesis 10 proposes an indirect effect of heritage experiential quality on
behavioural intention through the notion of HEV. The PLS estimation showed that HEV does
not mediate the effect of heritage experiential quality on behavioural intention. This means that
Hypothesis 10 is not supported. Similar to HEV, this study did not find there to be a mediating
effect of heritage experiential satisfaction in the relationship between heritage experiential quality
and behavioural intention as proposed by Hypothesis 11. However, the mediation analysis shows
that heritage hotel image mediates the effect of heritage experiential quality on behavioural intention
(b = 0.11; t = 2.95). This supports Hypothesis 12.
Table 6 provides a summary of the hypothesis testing.
Discussion
The first research objective aims to explore the dimensions of heritage hotel experiential quality. The
following steps proposed by Churchill (1979) include the three dimensions of heritage hotel experi-
ential quality generated by this study. These three dimensions are physical quality, interactional
quality, and heritage aspects quality. The results of this exploratory study strengthen the previous
studies that indicate that physical quality and interactional quality are important dimensions of
experiential quality in the context of the tourism and hospitality industry (Cetin & Dincer, 2014;
Wong et al., 2015; Wu, Li, et al., 2014; Wu, Wong, et al., 2014). In addition, this study also generated
the heritage aspects dimension, which has never been studied by previous researchers. The heritage
aspects in this study cover heritage elements such as nuance, atmosphere, and the ambience of the
hotel as a heritage building. Most of the heritage hotels expose their heritage building as the land-
mark of the hotel. Apart from the building, the heritage hotel also creates nuance and ambience
to bring customers back to the past. This experience is one of the reasons why customers stay in
a heritage hotel. Thus, in building the heritage hotel experiential quality, hotel practitioners should
pay attention not only the physical and interactional quality dimensions but also to the heritage
aspect dimensions.
After exploring the dimensions of heritage hotel experiential quality, the second research objec-
tive is to determine the effects of heritage hotel experiential quality, HEV, heritage hotel image, and
customer satisfaction on behavioural intention. The statistical analysis testing for hypotheses 1–4
were all accepted, resulting in important findings and implications. The findings prove that the heri-
tage hotel experiential quality is considered to be a crucial factor affecting important marketing con-
structs that will also result in positive behavioural intention. The data analysis results show that
Table 6. Summary of the hypothesis testing.

Hypothesis Path Coefficient Critical ratio Remark
H1 HEQ → HEV 0.67 21.56 Supported
H2 HEQ → HES 0.17 2.08 Supported
H3 HEQ → HHI 0.31 4.86 Supported
H4 HEQ → BI 0.14 2.50 Supported
H5 HEV → HES 0.64 6.45 Supported
H6 HEV → BI 0.18 1.76 NS
H7 HES → HHI 0.57 7.15 Supported
H8 HES → BI 0.26 2.61 Supported
H9 HHI → BI 0.35 3.70 Supported
H10 HEQ → HEV → BI 0.12 1.85 NS
H11 HEQ → HES → BI 0.04 1.66 NS
H12 HEQ → HHI → BI 0.11 2.95 Supported
heritage experiential quality has a positive significant effect on HEV (H1). This finding is supported
by the previous studies which noted that experiential quality has a positive and significant effect on
perceived value (Hapsari, 2018; Jin et al., 2015; Wu & Li, 2014). It implies that the heritage hotel
experiential quality is proven to be an important variable that affects the customers’ perception of
the heritage value of the hotel. Furthermore, the results show that experiential quality is also signifi-
cantly affect customer satisfaction (H2). This result is similar to the studies done by Chen and Chen
(2010) and Wu and Ai (2016) which determined the importance of experiential quality in shaping
customer satisfaction in the heritage site and golf industry. Thus, in order to meet the heritage hotel
customer expectations and to enhance customer satisfaction, hotel practitioners should ensure that
physical quality, interactional quality, and the heritage aspect of the hotel are of an exceptional level.
In addition, the heritage hotel experiential quality also has a positive and significant effect on the
hotel heritage image and visitor behavioural intention. These findings are supported by the studies
done in the cruise industry, educational theme park industry, and rural tourism industry (Hapsari,
2018; Wu et al., 2017, 2018). In the heritage hotel industry, the customer perception of the hotel
image is affected by the customer experience when staying in and interacting with the hotel.
When the customer has a satisfactory experience with the hotel, it can enhance the heritage hotel
image. Moreover, when the customer experiences the good heritage aspect of the hotels coupled
with good physical and interactional quality, it will strengthen the customer’s intention to re-patron-
ise the service in the future.
The result of the hypothesis testing also found there to be a significant effect of HEV on heritage
experiential satisfaction (H5). This finding implies that the more that the customer perceived the
good heritage value of the hotel, the more that it will increase the heritage hotel visitor’s satisfaction.
This result aligns with the previous research within the global tourism industry (Eid, 2015; Prebensen
& Xie, 2017). Thus, ensuring that the heritage hotel visitor perceives a high and positive heritage
value is crucial in terms of enhancing heritage hotel visitor satisfaction. Although HEV has a signifi-
cant positive effect on heritage experiential satisfaction, this study did not find the effect of this con-
struct on behavioural intention (H6). This insignificant effect possibly occurred as the participants of
this study were mostly categorised as middle-class people with a salary between Rp.5,000,000 and
Rp. 10,000,000 per month. For this type of customer, price is not the main factor determining behav-
ioural intention. In addition, there is a possibility that in affective behavioural intentions, HEV
should be influenced by a mediating variable.
This study found that the experiential satisfaction has a positive effect on hotel image and behav-
ioural intention, as proposed by Hypotheses 7 and 8, respectively. These findings are supported by
previous studies done in the global hotel industry (Han & Hyun, 2017; Kim et al., 2009; Line &
Hanks, 2016).
In addition to the direct effects, this study also explores the indirect effects among the constructs.
Based on the result of the hypothesis test, the heritage hotel image is proven to mediate the relation-
ship between heritage experiential quality and behavioural intention. This finding shows that as a
strong predictor of heritage hotel visitor behavioural intention, heritage experiential quality not
only directly affects behavioural intention but it also has an indirect affect through the heritage
image variable. This means that to enhance the visitor intention to re-patronise the heritage hotel
services, hotel practitioners should pay attention not only to experiential quality but also to the
hotel image. When visitors experience a high-quality heritage experience, they will perceive a positive
image of the site and finally, this will strengthen their intention to revisit the heritage hotel.
While heritage hotel image was proven to have a mediating role in the relationship between heri-
tage experiential quality and behavioural intention, this study did not find the mediating effects of
both HEV and heritage experiential satisfaction. HEV was not the mediating variable; these findings
do not suggest a direct impact of HEV on behavioural intention. Following Baron and Kenny (1986),
mediation analysis steps, to be a mediator, HEV must have a direct positive effect on behavioural
intention. In this study, heritage experiential satisfaction was also found not to be a mediating vari-
able. This finding is interesting as heritage experiential satisfaction is the outcome of heritage
experiential quality, as well as the predictor of behavioural intention. The possible reason for the
non-signficant indirect effect of heritage experiential quality on behavioural intention through heri-
tage experiential satisfaction relates to Preacher and Hayes (2008) contention about multiple
mediation. Since the proposed conceptual model offered few potential mediating variables, these
mediating variables compete with each other. Figure 3 depicts the structural model based on the
findings.
After completing the proposed research objectives, both theoretical and practical contributions
have been provided by this study. The following section will discuss the theoretical and practical
contributions.
From a theoretical standpoint, this study explores the dimensions of heritage hotel experiential
quality. The exploratory study suggested that interactional experiential quality, heritage aspects qual-
ity, and physical experiential quality are the dimensions of heritage hotel experiential quality. Apart
from contributing to the body of tourism and service marketing literature by discovering these three
dimensions, this study provides a comprehensive conceptual model explaining the relationship
between heritage hotel experiential quality, HEV, heritage experiential satisfaction, heritage hotel
image, and behavioural intention in the context of heritage hotels in Indonesia. The next theoretical
contribution is about the mediation role of the heritage hotel image in the relationship between heri-
tage hotel experiential quality and behavioural intention. This study found there to be a significant
mediating effect from heritage hotel image.
As for the research objectives, this study suggests a few practical implications. The first regards the
importance of heritage experiential quality in enhancing heritage hotel behavioural intention. This
suggests that heritage hotel management needs to provide good quality experiences for customers,
just as in all hospitality contexts. Furthermore, the findings explain that heritage experiential quality
could be enhanced in three ways: physical experiential quality, interactional experiential quality, and
heritage-oriented quality. Among these three, interactional experiential quality is the most important
in defining a good experience in the customer’s mind. Heritage hotel management needs to ensure
that staff knows how to serve the customer well; they must be able to provide a quick and accurate
response to the needs and wants of guests. Enhancing politeness and performance is also important
Figure 3. Final structural model.

in enhancing the quality of the customer experience. These are important in all lodging contexts, but
they are especially pertinent in heritage accommodations. Hotel managers and staff should strive to
strengthen the heritage image of the hotel. For the most part, the heritage hotel consumers are highly
motivated in their appreciation of history and culture. Thus, because this study reveals that the role
of the heritage hotel image affects behavioural intention, the heritage value of the lodging establish-
ment must be enhanced.
Conclusion and directions for future study

This study provides new insight for marketing, tourism, and hospitality academics and practitioners,
indicating that heritage experiential quality, heritage value, heritage image, and visitor satisfaction
are proven to be important constructs in enhancing the behavioural intentions of heritage hotel
users. These findings simply state that heritage hotel practitioners should ensure that their site pro-
vides an exceptional heritage experience that will enhance its image. The visitors will thus perceive
high heritage value and have a higher level of satisfaction. Furthermore, those constructs will
improve the visitor intention to re-visit and re-patronise the service.
Although this study has an important impact in terms of marketing and heritage hotel studies,
there are some limitations that provide opportunities for future study. The first limitation is associ-
ated with the sampling design. This study uses a convenience sample. Thus, the results cannot be
generalised to other settings with different cultures and characteristics. Other studies should be
undertaken to replicate this model in different settings with different respondent characteristics.
Likewise, the antecedents of heritage hotel behavioural intention in this study are limited to the
four selected constructs. To better predict heritage hotel behavioural intentions, future research
might integrate other important marketing constructs such as emotional satisfaction, visitor knowl-
edge, and visitor interest. As the concept of brand image has been the focus of much research as of
late, future studies might focus on developing the idea of heritage hotel experiential images, as
suggested by Wu et al. (2018).
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes on contributors
Ananda Sabil Hussein is an Associate Professor in Department of Management, Faculty of Economics and Business,
Universitas Brawijaya Malang, Indonesia. He earned his PhD in marketing from Faculty of Commerce Lincoln Uni-
versity Canterbury New Zealand. He has published some works at some reputable journals. His research interests cover
the area of consumer behaviour, service marketing, marketing strategy, service marketing and tourism marketing. Cur-
rently he actively gives seminar relating entrepreneurship and SMEs development.
Raditha Hapsari is an Assistant Professor and researcher in Management Department, Universitas Brawijaya, Indo-
nesia. Her research interests include consumer behaviour, branding, hospitality and tourism, and services marketing.
Her works have been published in various reputable journals, and she has authored some books.
ORCID
Ananda Sabil Hussein http://orcid.org/0000-0002-4030-1073
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Dear Editor in Chief,

We wish to submit a new manuscript entitled “Heritage Experiential Quality and

Thank you for your consideration of this manuscript.

Dr. Ananda Sabil Hussein

Journal of Heritage Tourism

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Prof. Dallen Timothy

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* The abstract is long and wordy. Please try to make it concise.

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For the second research gap, it is about the

Prior distributing the questionnaires, the

For theoretical standpoint, this study

Two practical contributions were provided

Journal of Heritage Tourism

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Prof. Dallen Timothy

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Comments to the Author

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* This study focuses on a As part of the Indonesian hotel

* The literature should be

* I cannot clearly see how Each FGD session was

* In the discussion section, While heritage experiential

While heritage hotel image was

* The practical implications Upon the completion of the

* If possible, try to update

Journal of Heritage Tourism

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Decision Letter (JHT-0735.R3)

Dear Ananda Sabil,

Thank you for making the revisions to your paper as I requested. I

Congratulations and thank you for your contribution to the journal.

Prof. Dallen Timothy

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