From sensory experiences to destination loyalty: evidence from cultural night tourism

Abstract

This study examines how sensory experiences shape destination loyalty in cultural night tourism. Drawing on the Stimulus–Organism–Response (S-O-R) framework, it explores how emotional experience and satisfaction contribute to the formation of loyalty in heritage-based night settings. A mixed-method approach was adopted. Qualitative interviews were conducted to refine measurement items, followed by a pilot study and a survey of 521 Vietnamese tourists who had attended cultural night shows at heritage destinations. Structural Equation Modelling (SEM) was used to test the proposed relationships. Sensory experiences significantly enhance tourists' emotional responses, which in turn increase satisfaction. Satisfaction is the only direct predictor of destination loyalty. However, the indirect effects of sensory experience on loyalty through emotional experience and satisfaction are not significant, suggesting that emotional responses alone may not translate into long-term loyalty. The findings suggest that managers should focus on integrating sensory elements into coherent visitor experiences that enhance satisfaction, rather than relying solely on emotional engagement. The study also highlights the need to reconsider how experiential processes lead to loyalty in heritage contexts. This study extends the S-O-R framework to cultural night tourism and provides evidence that challenges commonly assumed mediation mechanisms in experiential research.