Understanding Tourist Behavior in Heritage Hotels: A Netnographic Analysis Through the Lens of the C-A-C Model

Authors

Narayan Prabhu, Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal, IndiaFollow
Naresh P. Nayak, Le Cordon Bleu, New ZealandFollow
Chuyen T. Nguyen, Department of Management, The Business School, Royal Melbourne Institute of Technology (RMIT), Saigon South Campus, VietnamFollow
Gunveen Kaur Walia, Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal, India

Abstract

Tourist behavior in heritage hotels significantly impacts guest experiences and loyalty. This study explores tourist perceptions of Rajasthan's heritage hotels, a prime location due to its numerous converted historical structures. Employing a netnographic approach, the research analyzes online reviews from 2020 to mid-2023 on Google Reviews. Findings reveal a combination of positive and negative comments across cognitive (infrastructure, environment, history, architecture), affective (service experience, ambiance), and conative (revisit intentions, recommendations) factors. While guests expressed strong positive cognitive and affective responses, some management practices received negative feedback. High revisit intentions and recommendations suggest an overall positive experience. The study adds to the understanding of perceptions, feelings, and behaviors of tourists towards Rajasthan's heritage hotels. It gives actionable insights for tourism marketers, service providers, and policymakers to enhance tourism offerings, improve service standards, and optimize tourist loyalty within the heritage tourism sector.

Keywords

tourist behaviour, heritage hotels, netnography, cognitive-affective-conative model, online reviews

Author Bio(s)

Dr. Narayan Prabhu is an Associate Professor of Sales and Marketing in the Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal, India. Please direct correspondence to narayan.prabhu@manipal.edu

Dr. Naresh P Nayak is a Senior Lecturer/Team Lead in Master of Hospitality Management, Le Cordon Bleu, Wellington, New Zealand.

Dr. Chuyen T. Nguyen is a Lecturer in International Business in The Business School, Royal Melbourne Institute of Technology (RMIT), Saigon South Campus, Vietnam

Ms. Gunveen Kaur Walia is an Alumna of MHM program in the Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal, India

Acknowledgements

We would like to express our sincere appreciation to Manipal Academy of Higher Education, Manipal for the support provided to conduct this research study. We would also like to thank individuals whose contributions and support have greatly enhanced the quality and rigor of this research.

Publication Date

3-28-2025

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.

DOI

10.46743/2160-3715/2025.7542

Recommended APA Citation

Prabhu, N., Nayak, N. P., Nguyen, C. T., & Walia, G. K. (2025). Understanding tourist behavior in heritage hotels: A netnographic analysis through the lens of the C-A-C Model. The Qualitative Report, 30(3), 3406-3430. https://doi.org/10.46743/2160-3715/2025.7542

ORCID ID

0000-0002-5663-0955

ResearcherID

57200419318