Tourists' intention to visit heritage hotels at George Town World Heritage Site

Tourists' intention to visit heritage hotels at George Town, a UNESCO World Heritage Site (WHS), is significantly influenced by multiple factors including perceived price, experience quality, prior knowledge, perceived authenticity, and social influence. These factors positively impact tourists' perceptions of value, which in turn mediates their intention to visit these heritage hotels. The study highlights the importance of adaptive reuse of heritage buildings into hotels as a strategy for enhancing tourist engagement while preserving cultural heritage. This research provides actionable insights for hotel owners and operators to refine their service designs and promotional strategies, ensuring sustainable tourism growth at WHS.

See, G.-T., & Goh, Y.-N. (2018). Tourists’ intention to visit heritage hotels at George Town World Heritage Site. Journal of Heritage Tourism, 14(1), 33–48. https://doi.org/10.1080/1743873x.2018.1458853