Conceptual framework for experiences’ quality based on senses’ perception with behaviour as a mediator: In the context of cultural heritage attractions

Sensory experience gives an impact on the quality of visitors’ experience and their behaviours during the experiential consumption of designated attractions. Numerous studies had been conducted on the importance of sensory experience, and it was found that sensory experience provides unique opportunities in the context of the study in cultural heritage tourism. However, previous studies that were conducted using sensory modes were more focused on tourism’s marketing strategy by improving its service quality, but only a few looked at the emotional influences of visitors to improve their quality of experience. Therefore, this paper discusses the conceptual framework of the relationship between sensory perception and quality of experience, while behaviour is seen as a mediating effect on this relationship.