PurposeThis study primarily aims to investigate the indirect and direct effects of cultural heritage rejuvenation experience quality on tourists' revisiting intention through memorable tourism experiences and destination image in the context of cultural heritage tourism.Design/methodology/approachA structural equation modeling test with maximum likelihood estimation was used to test structural relationships between variables in the proposed model using the responses of 461 participants.FindingsThe results indicated that the cultural heritage rejuvenation experience quality exerted a significant positive impact on memorable tourism experiences. Destination image and memorable tourism experiences positively correlated with tourists' revisiting intention. Destination image and memorable tourism experiences partially mediated the correlation between cultural heritage rejuvenation experience quality and revisiting intention.Originality/valueThe study shows that it is meaningful to include memorable tourism experiences and destination image in tourism destination quality–loyalty models and confirms that the cultural heritage rejuvenation experience quality should be viewed as crucial aspects of marketing strategies aimed at improving memorable tourism experiences, destination image, and revisiting intention.

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