How heritage experiential quality, heritage experiential value, heritage destination authenticity and escapism motivation enhance tourist behavioural intention towards World heritage tourism sites

Abstract

This study examined how escapism motivation mediates the nexus between heritage experiential quality and tourist behavioural intention. The study further examined the effect of heritage destination authenticity on heritage experiential quality. Data were conveniently collected from 400 tourists visiting World Heritage Tourism Sites in Zimbabwe. A quantitative methodology was employed. The research findings revealed that heritage experiential quality dimensions, which include heritage physical environment, heritage outcome quality, heritage access quality and heritage interactional quality, positively influence tourist behavioural intention towards heritage tourism sites. The research also revealed that behavioural intention of tourists towards heritage tourism sites is enhanced by escapism motivation and heritage experiential value. The study further established that heritage experiential quality significantly improves escapism motivation and heritage experiential value. In addition, the study revealed that heritage destination authenticity positively influences heritage experiential quality. Lastly, the study highlighted that escapism motivation partially mediates the nexus between heritage experiential quality and tourist behavioural intention. The findings of this research contribute to heritage tourism literature. It is strongly recommended that heritage destination marketers and managers should consider heritage experiential quality, heritage experiential value, heritage destination authenticity and escapism motivation when developing strategies that enhance tourist behavioural intention.