Determinants of destination image and cultural experience quality in cultural heritage tourism: A case study of Wat Pho

This study aims to examine the determinants of destination image and cultural experience quality in cultural heritage tourism by integrating the Stimulus–Organism–Response (S–O–R) framework, Service-Dominant Logic (SDL), and Operations Management Theory. The research focuses on international visitors at Wat Pho. A combination sampling method was employed. First, cluster sampling was used to divide the study area into distinct zones, including the Great Pagoda Zone, the Temple Zone, and the Museum Zone, to ensure comprehensive spatial coverage. Respondents were then selected from each designated zone. Data obtained from 400 completed questionnaires were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that accessibility and perceived stakeholder collaboration significantly influence destination image, service quality, perceived value, and cultural experience quality. Operational factors, particularly physical environment quality and service efficiency, play a critical role in enhancing service quality. Perceived value was found to be a key determinant of cultural experience quality. Notably, perceived stakeholder collaboration exhibited the strongest effect on physical environment quality, highlighting its central role in tourism system performance. This study contributes to the literature by proposing an integrated, process-oriented framework and offers practical implications for destination management in enhancing visitor experiences.