Understanding Tourist Behavior in Heritage Hotels: A Netnographic Analysis Through the Lens of the C-A-C Model

Tourist behavior in heritage hotels significantly impacts guest experiences and loyalty. This study explores tourist perceptions of Rajasthan's heritage hotels, a prime location due to its numerous converted historical structures. Employing a netnographic approach, the research analyzes online reviews from 2020 to mid-2023 on Google Reviews. Findings reveal a combination of positive and negative comments across cognitive (infrastructure, environment, history, architecture), affective (service experience, ambiance), and conative (revisit intentions, recommendations) factors. While guests expressed strong positive cognitive and affective responses, some management practices received negative feedback. High revisit intentions and recommendations suggest an overall positive experience. The study adds to the understanding of perceptions, feelings, and behaviors of tourists towards Rajasthan's heritage hotels. It gives actionable insights for tourism marketers, service providers, and policymakers to enhance tourism offerings, improve service standards, and optimize tourist loyalty within the heritage tourism sector.