Authentic Quality Experience as a Catalyst for Brand Trust, Value, and Loyalty: A Multidisciplinary Approach in Heritage Tourism

Quality experience in heritage tourism

The foundation of successful tourism marketing has been the ability to deliver an exceptional and immersive experience that exceeds visitors’ expectations. Quality Experience remains a fundamental driver in shaping destination appeal, influencing traveler satisfaction, and fostering long-term engagement. The Experience Economy, asserting that high-quality experiences enhance the perceived value for tourists.¹⁶ In the context of heritage tourism, authentic and immersive experiences contribute significantly to increased satisfaction and engagement among visitors.⁴ Scholars argue that heritage tourism relies not only on physical attractions but also on sensory and emotional engagement, which deepens tourists’ connection to historical and cultural narratives.¹¹ A meaningful experience fosters a sense of attachment and appreciation, influencing revisit intentions and long-term brand loyalty.³ Moreover, incorporating interactive and personalized elements into heritage tourism enhances experiential depth, reinforcing tourists’ perceptions of authenticity and cultural significance.⁵ Additionally, the integration of storytelling and guided interpretation enhances tourists’ emotional engagement, allowing them to connect more deeply with the historical and cultural significance of a destination.¹⁷ Furthermore, the use of digital technologies, such as augmented reality and virtual reality, has been shown to amplify the immersive quality of heritage tourism experiences, making historical narratives more accessible and engaging for diverse audiences.¹⁸

Brand trust and consumer loyalty

Brand trust refers to the confidence that consumers have in a brand based on consistent experiences and the credibility of information provided.¹⁹ In the tourism industry, trust in a destination is largely shaped by prior experiences, visitor testimonials, and the quality of services offered.⁷ A study by,³ confirms that brand trust serves as a mediating factor in strengthening tourist loyalty. Trust plays a crucial role in reducing perceived risk, particularly in tourism, where consumers often rely on intangible factors such as reputation and word-of-mouth recommendations.²⁰ When tourists develop trust in a destination, they are more likely to engage in repeat visits and recommend the location to others, reinforcing positive brand associations.²¹ Additionally, brand trust fosters emotional attachment, which enhances tourists’ willingness to overlook minor service failures and maintain long-term loyalty.² Studies suggest that trust is not only built through direct experiences but also through digital engagement, where online reviews and influencer endorsements significantly shape consumer perceptions.¹³ As tourism becomes increasingly competitive, destinations that prioritize trust-building strategies such as transparency, authenticity, and consistent service quality gain a sustainable advantage in retaining loyal visitors.¹²

Brand value as a mediator of loyalty

Brand value represents tourists’ perceptions of the benefits and quality of a destination, ultimately influencing their loyalty.²² In heritage tourism, brand value is shaped not only by the destination’s intrinsic qualities but also by its cultural appeal, historical significance, and the unique experiences it offers.¹¹ A strong brand value fosters emotional attachment, encouraging tourists to develop a deeper connection with the destination and increasing their likelihood of revisiting.⁵ Additionally, brand value plays a crucial role in shaping tourists’ word-of-mouth recommendations, as visitors who perceive high value are more likely to advocate for the destination within their social circles.⁶ Studies suggest that brand value is not solely determined by tangible attributes but also by intangible elements such as such as brand associations, stories, authenticity, and cultural experiences.^23,24 Furthermore, digital engagement and social media interactions have emerged as key drivers of brand value, allowing destinations to reinforce their appeal and maintain long-term relationships with visitors.²⁵ As competition among heritage tourism destinations intensifies, strategic brand value management becomes essential for sustaining visitor interest and fostering loyalty.²⁶

The results of hypothesis testing regarding the influence of Quality Experience on Brand Trust have revealed significant findings across various industries and countries. A study conducted by,⁷ in Indonesia, during the COVID-19 pandemic, found that tourism experiences exert a significant impact on brand trust. This research, which involved 125 domestic tourists in Bali, underscored the importance of high-quality experiences in fostering trust within the tourism sector, particularly during crises.

A similar investigation by,² in Turkey explored the relationship between Brand Experience and Brand Trust within the sports industry, utilizing the Brand Resonance Model. With a sample of 385 respondents aged 18 to 65, the study confirmed that brand experience plays a crucial role in enhancing brand trust among sports consumers in developing countries.

Customer experience was further analyzed by,¹³ in China, in the context of e-commerce live streaming. Their study, which involved 449 respondents, demonstrated that Customer Experience significantly influences consumer trust in influencers, highlighting the importance of interactive and satisfying experiences in establishing trust on digital platforms.

Supporting these findings,^12,21 provided additional empirical evidence. Customer experience in the full-service hotel sector in China significantly contributes to Brand Trust, drawing on data from 732 hotel guests.²¹ Concurrently, a study in Vietnam identified a positive relationship between Online Brand Experience and Trust within the online banking industry, based on a sample of 486 respondents.¹² Collectively, these studies reinforce the relevance of quality customer experiences in establishing trust across various industries.

Based on the findings presented, the following hypothesis is proposed:

The relationship between quality experience and perceived value

Numerous studies have examined the impact of Quality Experience on Perceived Value across diverse contexts, yielding significant findings in various countries, types of tourism, and respondent demographics. Collectively, these studies underscore the assertion that high-quality experiences enhance the perceived value among customers and tourists.

The initial study conducted by,¹¹ in Iran—a developing nation—focused on war tourism with a sample of 330 tourists. The results indicated that quality experience significantly influenced tourists’ perceived value in this specific context.

Similarly, a study in South Korea, also classified as a developing country, explored visitor experiences in water parks.⁹ Including 376 respondents, this study reaffirmed the significant positive relationship between Quality Experience and Perceived Value.

A study conducted in China, another developing country, within the domain of cultural heritage tourism.⁴ Their study, which involved 504 tourists across four heritage sites, revealed that high-quality experiences in museum rejuvenation substantially impacted tourists’ perceived value.

In Indonesia,³ investigated creative tourism, engaging 369 tourists visiting creative attractions. Their findings confirmed that Quality Experience significantly influences tourists’ Perceived Value.

Research conducted by,²⁷ in the border region between the Dominican Republic and Haiti focused on border tourism, surveying 583 visitors. Their study corroborated previous findings, emphasizing the considerable impact of Quality Experience on Perceived Value.

Lastly,²⁸ in China examined intangible cultural heritage tourism, specifically puppet performances, with 325 tourists participating as respondents. Their research validated that Quality Experience significantly affects tourists’ Perceived Value, reinforcing the importance of high-quality experiences across various cultural attractions.

Considering these findings, the following hypothesis is proposed:

The relationship between quality experience and brand loyalty

Numerous studies have examined the impact of Quality Experience on Brand Loyalty across various contexts, including retail, tourism, and other industries. A study in India investigated the effect of Customer Experience on Attitudinal Loyalty within the lifestyle retail sector, utilizing a sample of 840 shoppers.²⁹ Their findings indicated a significant relationship between customer experience and brand loyalty. Another study in Germany explored the concepts of Brand Experience and Brand Loyalty in the gastronomy sector, involving 138 student respondents.³⁰ Their results confirmed the critical role of brand experience in fostering brand loyalty.

In South Korea concentrated on the smartphone industry, specifically targeting iPhone and Galaxy users, with a sample of 598 participants.¹ Their findings demonstrated that a positive Brand Experience significantly enhances brand loyalty. A study in China examined full-service hotels, engaging 732 hotel guests. However, their findings did not reveal a significant relationship between Customer Experience and Brand Loyalty within this sector.²¹ Another study in the UK assessed Customer Experience and Loyalty in international retail, involving 606 consumers. Their results confirmed a strong positive relationship.³¹ In South Korea, research investigated the relationship between Tourism Experience and Brand Loyalty in night tourism, surveying 487 tourists.⁶ Their findings underscored the importance of tourism experience in cultivating brand loyalty.

Research in Indonesia analyzed Experience Quality and Tourist Loyalty in creative tourism, employing a sample of 369 tourists.³ Their results affirmed a significant relationship between experience quality and tourist loyalty. Although most studies corroborate the significant effect of Quality Experience on Brand Loyalty, the research conducted by,²¹ in China presents a contrasting viewpoint, suggesting that industry-specific factors may influence the strength of this relationship.

Consequently, the following hypothesis is proposed:

The relationship between brand trust and brand loyalty

The impact of Brand Trust on Brand Loyalty has been extensively investigated across various countries and industries. In Croatia,³² examined fast food brand communication among 452 university students and confirmed a significant relationship between Brand Trust and Brand Loyalty. Similarly, in China, research focused on halal branding and found a strong positive correlation using a sample of 17 Muslim international students.³³ Turkey has also contributed to this research, with a an application of the Brand Resonance Model within the sports industry and surveyed 385 respondents to demonstrate significant results.² Another study in Turkey by,³⁴ investigated airline services among 567 airline passengers, confirming a strong connection between Brand Trust and Brand Loyalty. In Brazil, research studied customer-brand relationships in retail, utilizing a sample of 210 consumers, and reaffirmed that Brand Trust plays a crucial role in fostering brand loyalty.³⁵ Vietnam also saw research in this area, examining banking omnichannel services among 1,547 bank customers and reaffirming the significance of Brand Trust in the formation of loyalty.³⁶ Lastly, in India, an investigation explored over-the-counter (OTC) medicine purchases during COVID-19, with a sample of 525 customers, and confirmed the relationship between Brand Trust and Brand Loyalty.⁸

Given these consistent findings, the hypothesis is proposed that:

The relationship between perceived value and brand loyalty

The significant impact of Perceived Value on Brand Loyalty has been widely documented across various studies. In Singapore, research on mobile technology surveyed 514 respondents and confirmed that Perceived Value has a significant effect on Brand Loyalty.³⁷ Similarly, in China, an examination of traditional restaurants involving 1,082 customers highlighted the crucial role of Perceived Value in the formation of brand loyalty.⁶ In India, an analysis of the heritage tourism involving 328 tourists demonstrated a significant effect of Perceived Value on Brand Loyalty.⁵

Given these consistent findings, the hypothesis is proposed that:

Population and sample

The research population consists of individuals with experience with the brand under investigation. The sample was selected using a purposive sampling method, ensuring that the respondents met the inclusion criteria relevant to the study to obtain in-depth insights from experts in heritage tourism and brand management by targeting individuals with proven experience and active engagement in quality consumer experiences. This approach ensures that only participants who meet rigorous inclusion criteria—such as significant industry expertise and the capacity to provide meaningful reflections on brand trust and loyalty—are selected. At the same time, those lacking the required background are excluded. As a result, the strategy enhances both the depth and credibility of the collected data, thereby reinforcing the conceptual framework that links quality experience, brand trust, brand value, and after all, brand loyalty. 573 respondents met the eligibility criteria and completed the questionnaire validly.

Variable measurement

To ensure a comprehensive understanding of the study’s key variables, a structured questionnaire was developed and divided into two main sections. The first section focused on gathering socio-demographic information, including age, gender, education level, and occupation. The second section measured the core variables of the study: brand loyalty, quality experience, brand value, and brand trust.

Specifically, brand loyalty was assessed using four items adapted from.³⁸ Quality experience was measured using five items from.³⁹ Brand value was evaluated using three items.¹⁰ Lastly, brand trust was measured using three items adapted.⁴⁰ The measurement scales employed in this study have been rigorously tested for validity and reliability in previous research contexts. Confirmatory Factor Analysis (CFA) and Cronbach’s alpha tests have consistently demonstrated strong construct validity and internal consistency across various studies, reinforcing the robustness of these instruments in assessing Quality Experience, Brand Trust, and Brand Value. Furthermore, all items were measured using a 5-point Likert scale, ranging from 1 (Strongly Disagree) to 5 (Strongly Agree), ensuring consistency in response evaluation). Synthesizing these relationships, the measurement scales employed in this research have been rigorously tested for validity and reliability in previous studies. Confirmatory factor analyses (CFA) have consistently demonstrated that the constructs of quality experience, brand trust, and brand value are measured with strong construct validity, ensuring that the scales accurately capture the intended dimensions. Furthermore, reliability coefficients such as Cronbach’s alpha, have consistently exceeded the acceptable threshold of 0.70 in diverse contexts, confirming the internal consistency and stability of these measurement instruments. These robust psychometric properties provide a solid foundation for the application of the scales within this study, bolstering the credibility of the findings.

Data collection and screening

To further strengthen the credibility of our empirical results, the study employs several strategies to mitigate potential biases inherent in online surveys, including respondent bias and common method bias. Participant anonymity was rigorously maintained, reducing the likelihood of social desirability bias and ensuring that respondents feel comfortable providing honest and detailed responses. Additionally, the survey design incorporated randomized ordering of items to minimize order effects. A pilot test was conducted to detect and rectify any ambiguities in the survey instrument. Furthermore, established statistical controls, such as Harman’s single-factor test, were utilized to assess and control for common method variance. Collectively, these measures contribute to the robustness and reliability of our findings by systematically addressing potential sources of bias. Data were collected through an online survey designed to reach relevant respondents. To mitigate potential biases, such as respondent bias and common method bias, this study implements several strategies. Anonymity and confidentiality are ensured to reduce social desirability bias, allowing respondents to provide honest answers without external pressure. Additionally, the survey design incorporates randomized question ordering to minimize order effects and response patterns. A pilot test was conducted to identify and rectify ambiguities in the questionnaire, enhancing clarity and reliability. Furthermore, statistical controls, such as Harman’s single-factor test, were applied to assess and control for common method variance, ensuring the robustness of the findings. To ensure the validity of the data, a screening process was conducted to detect and remove invalid responses, such as random answering patterns or straight-line responses. This process adhered to the recommendations.⁴¹

Data analysis

Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SEMinR software. The analysis process consisted of three main stages:

Measurement model testing

Internal consistency reliability was assessed using Cronbach’s Alpha, with all variables scoring above 0.7, indicating high reliability. Convergent validity was tested using factor loadings and Average Variance Extracted (AVE), both of which met the required thresholds. Discriminant validity was evaluated using the Fornell-Larcker criterion, confirming that the highest cross-loading correlations were with their respective constructs.

Structural model testing

The explanatory power of predictor variables on dependent variables was assessed using adjusted R² values. For brand loyalty, the adjusted R² value was 0.7159, indicating substantial explanatory power. For brand trust, the adjusted R² value was 0.4289, indicating moderate explanatory power. For brand value, the adjusted R² value was 0.5902, also indicating moderate explanatory power. Common Method Bias (CMB) was tested using the Full Collinearity Variance Inflation Factor (FCVIF), confirming no presence of common method bias.

Hypothesis testing

Hypotheses were tested using the bootstrapping method with 1,000 iterations. All hypothesized relationships were found to be statistically significant, with t-test values exceeding 1.96.

Respondent profile

The data collection process yielded a total of 573 respondents. The respondent profile indicates that the majority were male (360 respondents, 62.83%), while female respondents accounted for 213 (37.17%).

In terms of educational background, respondents displayed a diverse distribution. A small proportion, 3 respondents (0.52%), had a high school diploma or equivalent, while 7 respondents (1.22%) held an associate degree (D3) or bachelor’s degree (S1). A significant number possessed postgraduate education, with 166 respondents (28.97%) holding a master’s or doctoral degree (S2/S3). Nonetheless, the reported educational data exhibits redundancy and warrants review for accuracy.

Regarding occupation, 98 respondents (17.1%) identified as students, while 116 respondents (20.24%) were categorized as government employees. A total of 103 respondents (17.98%) were military or police personnel (TNI/Polri). Respondents employed in the private sector numbered 121 (21.12%), while the largest group comprised 135 respondents (23.56%), who identified as entrepreneurs.

Measurement model testing

Internal consistency reliability

Internal consistency reliability testing was conducted for four variables: Brand Loyalty, Brand Trust, Brand Value, and Quality Experience, using Cronbach’s Alpha as the primary indicator. The results indicate high reliability for all variables. The Cronbach’s Alpha values were 0.8398 for Brand Loyalty, 0.8253 for Brand Trust, 0.7683 for Brand Value, and 0.8499 for Quality Experience (See Table 1).

According to,⁴² acceptable internal consistency reliability values range from 0.80 to 0.90, with a minimum threshold of 0.70 (or 0.60 for exploratory research) and a maximum threshold of 0.95 to avoid redundancy that could compromise content validity.⁴³ Hence, all variables in this study meet the criteria for good reliability, ensuring internal consistency among the construct items.

Convergent validity testing

Convergent validity testing was conducted on 573 respondents using Indicator Reliability (Outer Loadings) and Average Variance Extracted (AVE) as the evaluation criteria. According to,^41,44 an acceptable outer loading value is above 0.7, as it indicates that at least 50% of the variance in the indicator is explained by the construct. Additionally, a good AVE value should be above 0.5.

The results show that all variables—Brand Trust, Brand Value, Quality Experience, and Brand Loyalty—have outer loading values exceeding 0.7 for all indicators, with AVE values of 0.7420, 0.6831, 0.6256, and 0.6251, respectively. These findings confirm strong convergent validity for all variables (See Table 2).

Discriminant validity testing

Discriminant validity was tested using the Fornell-Larcker criterion, as recommended.⁴⁵ The results indicate that the square root of AVE for each variable is higher than the correlations between constructs, confirming discriminant validity (See Table 3).

However,^46,47 argue that the Fornell-Larcker criterion may not effectively detect discriminant validity issues. Therefore, while the findings support discriminant validity, additional or alternative methods may be required for further confirmation.

Hypothesis testing

The results of the hypothesis testing reveal that the effect of Brand Trust on Brand Loyalty yielded an original sample value of 0.1740 and a standard deviation of 0.0365. The calculated t-test value of 4.7684 exceeds the critical t-value of 1.96 at a 95% confidence level, thereby supporting the acceptance of the hypothesis (see Table 4). This outcome indicates that Brand Trust significantly influences Brand Loyalty, corroborating findings from prior studies conducted by several scholars.^{2,8,14,21,33–36,48}

Subsequently, the hypothesis testing regarding the influence of Brand Value on Brand Loyalty resulted in an original sample value of 0.3524, a standard deviation of 0.0482, and a t-test value of 7.3178. Given that the t-value surpasses the critical threshold of 1.96, the hypothesis is accepted, confirming that Brand Value significantly affects Brand Loyalty (see Table 4). These results align with the research conducted by several scholars.^{5,6,15,20,37,49}

The testing of the effect of Quality Experience on Brand Trust yielded an original sample value of 0.6549, a standard deviation of 0.0262, and a t-test value of 25.0086. Since the t-value is significantly greater than 1.96, the hypothesis is accepted, suggesting that Quality Experience has a significant influence on Brand Trust (see Table 4). This finding is consistent with studies conducted by several scholars.^2,7,12,13,21

Next, the hypothesis testing regarding the effect of Quality Experience on Brand Value produced an original sample value of 0.7682, a standard deviation of 0.0188, and a t-test value of 40.9677. Since the t-value substantially exceeds 1.96, the hypothesis is accepted (see Table 4). This outcome confirms that Quality Experience significantly influences Brand Value, supporting previous research.^{3,4,9,11,27,28,50}

Lastly, the hypothesis testing for the effect of Quality Experience on Brand Loyalty yielded an original sample value of 0.4072, a standard deviation of 0.0464, and a t-test value of 8.7689. Given that the t-value exceeds the critical threshold of 1.96, the hypothesis is accepted (see Table 4). This finding illustrates that Quality Experience has a significant impact on Brand Loyalty, corroborating prior studies.^{1,3,6,14,29–31}

Overall, the structural model demonstrates significant relationships among all constructs in the study, supporting the conceptual framework (See Figure 1).

Figure 1. Structural model testing.

Key insights and implications

All tested hypotheses were accepted, confirming significant relationships among the examined variables. Quality Experience emerged as the predominant influencing factor, affecting both Brand Trust and Brand Value, and ultimately enhancing Brand Loyalty. These findings underscore the importance of improving high-quality brand experiences to fortify brand trust, brand value, and consumer loyalty.

This study offers several critical insights into marketing and brand management. Notably, Quality Experience demonstrates the most substantial influence relative to other variables, reinforcing its role as a key element in cultivating positive consumer–brand relationships. Furthermore, the study emphasizes the central role of Brand Loyalty, which is shaped by the interactions of Brand Trust, Brand Value, and Quality Experience, illustrating the complexity inherent in the consumer loyalty-building process.

Additionally, these findings align with previous studies, providing further validation and cross-cultural as well as cross-industry relevance. Another significant aspect is the high t-test values obtained in this study, which furnish strong quantitative evidence of the significance of the relationships among the examined variables.