This paper aims to empirically investigate the relationship between service quality (SQ) in heritage tourism, destination attachment (DA), and electronic word-of-mouth (eWOM) intention.
This study followed cross-sectional survey-based research design and surveyed 327 foreign tourists visiting the Golden Triangle, a heritage tourist circuit in India through mall interception method. The data were analysed using structural equation modelling.
The results reveal that heritage SQ has a significant positive effect on DA and eWOM intention and DA has a significant positive effect on eWOM intention.
The research findings make the theoretical and practical contribution in the domain, focussing explicitly on heritage tourism, in which such relation has not been studied yet, in sense of the foreign tourists.
