Abstract
Several studies have shown that the adaptive reuse of heritage houses as accommodation hotels could preserve their value and attain many financial, social, environmental, and cultural benefits for both tourist destinations and hotel firms. The current study examines to what extent the adaptive reuse of heritage houses can improve conative loyalty to hotels through the mediating roles of memorable tourism and hospitality experiences. Perceptions of 308 customers who frequently occupy heritage hotels were explored and examined with structural equation modelling. The empirical results show that the adaptive reuse of heritage houses has a positive influence on memorable tourism and hospitality experiences. The memorable tourism and hospitality experience has significantly mediated the relationship between the adaptive reuse of heritage houses and hotel conative loyalty. Lastly, theoretical and practical implications are included concerning how to apply these findings to the tourism and hospitality industry.