Effects of Cultural Tourism Experience on Tourist Behavior: Insights From Montenegro

The cultural tourism experience represents a vital component of a destination’s offering and is widely acknowledged as a key driver of destination growth. Although previous research has examined the effects of cultural tourism, empirical evidence linking tourists’ cultural experiences with their behavioral outcomes remains limited. Therefore, this study aimed to explore the relationship between multiple dimensions of the cultural tourist experience and tourist behaviors, including satisfaction, loyalty, and recommendations for revisit intention. Using Structural Equation Modeling and a sample of 1822 tourists visiting Montenegro, the results revealed a statistically significant relationship between certain dimensions of the cultural tourism experience and tourists' behavioral intentions toward Montenegro. Specifically, the findings indicate that emotional, social, and sensory dimensions of cultural experiences are strongly associated with positive tourist outcomes. In contrast, behavioral and cognitive dimensions show weaker associations with tourist satisfaction, loyalty, and future intentions. Furthermore, negative emotional experiences and experiences related to technology, education, and cultural entertainment did not exhibit significant positive associations with any of the analyzed outcomes. This study enriches cultural tourism research by enhancing the understanding of cultural tourism experiences and clarifying the effects of experiential dimensions on tourist behavior. It also provides a foundation for improving destination management policies.