Modeling the relationship between service quality, destination attachment and eWOM intention in heritage tourism

Purpose 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. Design/methodology/approach 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. Findings 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. Originality/value 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.