Abstract
The existing literature on destination experience and loyalty often neglects relationship marketing’s importance, creating an understanding gap. This study aimed to explore how relationship quality influences destination experience and loyalty in cultural heritage tourism. Data from 400 respondents were gathered via convenience sampling. Using SmartPLS-4, the study assessed a model based on the relationship marketing (RM) approach, including destination attachment, trust, and commitment. Results showed all relational dimensions positively impacted destination experience and loyalty. Moreover, destination experience substantially mediated the link between RM dimensions and loyalty. The research sheds light on relationship marketing’s role in shaping destination experiences and fostering loyalty.
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