Title: The effect of experience quality on behaviour intention: the mediating role of tourists' perceived value in subak cultural landscape of Bali, Indonesia

Authors: Gallang Perdhana Dalimunthe; Yuyus Suryana; Dwi Kartini; Diana Sari

Addresses: Faculty of Economic and Business, Universitas Padjadjaran, Jl. Dipatiukur No. 35, Bandung, 40132, Indonesia ' Faculty of Economic and Business, Universitas Padjadjaran, Jl. Dipatiukur No. 35, Bandung, 40132, Indonesia ' Faculty of Economic and Business, Universitas Padjadjaran, Jl. Dipatiukur No. 35, Bandung, 40132, Indonesia ' Faculty of Economic and Business, Universitas Padjadjaran, Jl. Dipatiukur No. 35, Bandung, 40132, Indonesia

Abstract: This article examines the relationship between international tourists' experience quality and perceived value on behaviour intention for the subak cultural landscape as a heritage destination in Bali, Indonesia. The study focused on the impact of functional value, education value, emotional value, and novelty value together with experience quality as the driving force towards behaviour intention. A total of 250 sets of structured questionnaires were distributed to tourists who visited the subak cultural landscape. Data were analysed using structural equation modelling (SEM) to identify the relationship between three variables. The results indicate that experience quality and tourists' perceived value have significant effect on behaviour intention. The study also reveals the tourists' perceived value as the mediator for experience quality and behaviour intention. This study highlights the importance of experience quality and tourists' perceived value for heritage destination, also provides implications for the government towards international tourists' behaviour intention in heritage destinations.

Keywords: experience quality; destination image; perceived value; behaviour intention; heritage tourism; Indonesia.

DOI: 10.1504/IJBSR.2022.125468

International Journal of Business and Systems Research, 2022 Vol.16 No.5/6, pp.515 - 532

Received: 29 May 2020
Accepted: 14 Aug 2020
Published online: 12 Sep 2022 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article