Consistent with more general global trends in cultural tourism,heritage tourism has emerged as one popular form of tourism.Currently a transitional phase can be identified, namely fromproduct-led development of heritage attractions that emphasizeexhibits and education, to a more visitor-oriented developmentthat emphasizes consumer preferences and quality of personalexperience (Apostolakis & Jaffry, 2005). Heritage tourism, like otherleisure and tourism activities, is viewed to a great extent as anexperiential consumption. Hence, the quality visitors perceive ismuch more associated with their experiences during the process ofvisitation than services per se provided by the heritage. Unlikeservice quality, however, there is still little research shedding lighton the experiential quality of specific tourism participation such asheritage visitation. To increase visitors’ positive behavioral intentions, heritage managers should set their priorities to provide highquality, satisfying experiences that visitors perceive to be a goodvalue (Lee, Petrick, & Crompton, 2007).