Exploring memorable experiences’ impact on cultural heritage tourist behavior: Interaction-Ritual Theory perspective

Cultural heritage tourism is increasingly influenced by the experience economy, shaping how visitors plan, engage, and remember their trips. Using Interaction-Ritual Theory (IRT), this study examines how memorable experiences at cultural heritage sites foster destination brand love, tourist engagement, and loyalty. A self-administered survey of 408 visitors to heritage sites in Bali, Indonesia, was analyzed using Partial Least-Squares Structural Equation Modeling (PLS-SEM) to explore direct and mediated effects. Results show that memorable experiences significantly strengthen tourist engagement and destination affection, which in turn enhances loyalty. A clear serial mediation pathway is identified in which memorable experiences build engagement, which then fosters destination love and ultimately strengthens loyalty. These findings affirm IRT's relevance in heritage tourism, demonstrating that repeated, emotionally charged interactions nurture lasting behavioral loyalty. The study advances understanding of lo–place relationships. Practically, it guides destination managers in designing emotionally resonant, engagement-rich heritage experiences that build enduring bonds with visitors and sustain competitiveness in cultural heritage tourism.