Influence of Sensory, Affective, and Cognitive Experiences on Revisit Intention: Evidence from Sanxia Old Street, Taiwan

Pao-Hsing  Hsu; Sutthikarn Khong-khai; Winitra  Leelapattana; Liang Hui

doi:10.60027/iarj.2026.e294030

Authors

Pao-Hsing Hsu Maejo University, Chiang Mai, Thailand https://orcid.org/0009-0006-7829-9972
Sutthikarn Khong-khai Maejo University, Chumphon Campus, Chumphon, Thailand https://orcid.org/0000-0001-5550-3543
Winitra Leelapattana Maejo University, Chiang Mai, Thailand https://orcid.org/0000-0001-5344-595X
Liang Hui Krirk University, Bangkok, Thailand https://orcid.org/0009-0007-5934-400X

DOI:

https://doi.org/10.60027/iarj.2026.e294030

Keywords:

Revisit Intention, Experiential Marketing, Sense, Feel, Think, Heritage Tourism, Sanxia Old Street, Taiwan, Tourist Behavior

Abstract

Background and Aims: Heritage tourism is essential for sustaining cultural identity and enhancing destination competitiveness. Grounded in Schmitt’s (1999) Strategic Experiential Modules (SEMs), this study investigates how three experiential dimensions—Sensory (Sense), Affective (Feel), and Cognitive (Think)—influence revisit intention in a heritage tourism context. Sanxia Old Street in Taiwan, with its preserved architecture and nostalgic atmosphere, provides an appropriate setting to examine these relationships.

Methodology: A quantitative online survey was conducted with 386 domestic tourists to capture a broad sample beyond on-site visitors. Data were collected using a structured questionnaire measured on a five-point Likert scale and analyzed with correlation and regression techniques to test the hypothesized relationships.

Results: All three experiential dimensions—Sense, Feel, and Think—significantly predicted revisit intention. Think (cognitive experience) was the strongest predictor (β = .344, p < .001), followed by Sense (sensory experience) (β = .254, p < .001) and Feel (affective experience) (β = .194, p = .004). The model explained 55% of the variance in revisit intention (R² = .550), confirming its substantial explanatory power.

Conclusion: This study advances experiential marketing research by applying the SEMs framework to heritage tourism and highlighting the dominant role of cognitive engagement. Practically, it suggests that strategies focusing on cultural learning, authentic sensory features, and positive emotions are essential for sustaining competitiveness and encouraging repeat visitation.

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