Authentic Quality Experience as a Catalyst for Brand Trust, Value, and Loyalty: A Multidisciplinary Approach in Heritage Tourism

<ns7:p>Background Cultural heritage tourism presents unique challenges and opportunities in building long-term consumer–brand relationships. While brand loyalty is a key objective for destination marketers, the role of authentic quality experience in shaping trust and perceived brand value remains underexplored. This study aims to bridge that gap by examining how quality experience influences brand trust, brand value, and ultimately brand loyalty, using a multidisciplinary lens that integrates marketing theory, cultural studies, and psychology. Methods A quantitative survey was conducted involving 573 respondents from diverse demographic backgrounds who had visited cultural heritage destinations. Data were collected using structured questionnaires and analyzed through structural equation modeling (SEM) to test the relationships among quality experience, brand trust, brand value, and brand loyalty. Measurement validity and reliability were assessed prior to hypothesis testing. Results The results indicate that quality experience has a significant positive effect on both brand trust and brand value. Furthermore, brand trust and brand value act as mediating variables that strengthen the relationship between quality experience and brand loyalty. The structural model demonstrated strong fit indices, confirming the robustness of the proposed relationships. These findings underscore the importance of delivering authentic and meaningful experiences to enhance consumer perceptions and emotional attachment to heritage brands. Conclusions This study advances the theory of Relationship Marketing and Tourism Consumption by clarifying the key role of quality experience in building brand loyalty. Practically, the findings offer concrete recommendations for heritage site managers and destination marketers to develop branding strategies that emphasize authenticity, emotional resonance, and sustainable engagement. By focusing on quality experience, heritage destinations can foster greater trust, perceived value, and loyalty among visitors.</ns7:p>