Destination image, visitor experience, and behavioural intention at heritage centre

Heritage tourism is the largest, pervasive and rapidly growing tourism segment in the developing world. Developing countries consider heritage tourism as a significant tool for the community’s economic development and poverty alleviation. Heritage tourism is an essential component in India’s tourism, which reflects the country’s legacy of the past. Visitors’ perceived image on the destination and their experience is critical for the success and sustainability of the destination. The study aims to develop a model on the link between destination image, visitor experience and behavioural intention at UNESCO world heritage centre located in Karnataka, India. The findings of the research work indicate that visitor experience and perceived destination image on UNESCO sites have a strong influence on visitor’s behavioural intention.