Sustainable tourism in cultural heritage destinations: a stimulus–organism–response approach to tourist behavior

Abstract

Bangladesh’s cultural heritage tourism sector has strong potential to support sustainable development yet, limited research explains its behavioral drivers. This study examines how destination image and memorable tourism experiences influence tourist behavior using the Stimulus–Organism–Response framework, with tourist satisfaction, place attachment and electronic word of mouth as mediators. The research aligns with sustainable development priorities, particularly in quality of experience, responsible consumption and long-term sector resilience. Data were collected from 485 respondents using a structured questionnaire and analyzed through partial least squares structural equation modeling. Reliability, validity and common method bias were rigorously tested. The findings show that destination image does not significantly affect electronic word of mouth or revisit intention. Memorable tourism experiences strongly enhance electronic word of mouth but have a negative direct effect on revisit intention, indicating novelty-seeking behavior. Tourist satisfaction and electronic word of mouth play key roles in translating experiences into behavioral outcomes, while place attachment mainly drives communication. The study contributes by proposing an experience–satisfaction–communication model that supports sustainable tourism development, economic diversification and balanced destination growth.