| Summary: | This study aims to discover the revisit intention behaviour of heritage hotel customers in Indonesia in order to provide insights and feedback for developing marketing, economic, and local cultural aspects of hotels. This study employed a quantitative approach using covariance-based structural equation modelling (CB-SEM) to obtain a comprehensive understanding of the perspectives of heritage hotel customers in Indonesia. The findings indicate that consumer ethnocentrism has a significant impact on revisit intention and the image of heritage hotels in Indonesia. Indeed, customer experience also significantly impacts a hotel's image and revisit intention. The finding also indicates the role of hotel image in mediating ethnocentrism and revisit intention, as well as customer experience and revisit intention. The last finding shows the presence of serial mediation of customer experience and hotel image in the relationship between ethnocentrism and the revisit intention of heritage hotels in Indonesia. This study implies that the business and manager need to manage the hotel image and customer experience to revisit heritage hotels. © 2023 AJHTL /Author(s) | Open Access — Online @ www.ajhtl.com. All Rights Reserved.
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