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The present study aims to examine and explain cultural heritage destination by applying multiple dimension image model (cognitive–affective–conative aspects).

A total of 233 international heritage-based tourists were surveyed on-site at some of the most prominent historical attractions in Malacca, one of the first cities in Malaysia declared as a UNESCO World Heritage Site. The covariance-based structural equation modelling was applied to examine the hypotheses.

The structural equation modelling validated that cognitive image aspects such as living culture, intangible and tangible are affected positively. The effects are statistically significant for conative and affective images. On the other hand, cognitive tangible image is an aspect that impacted affective image to a lesser degree than conative image. Whereas affective image attributes were found to have significant and positive influence on conative image.

This study enriches the limited empirical research study on heritage image conceptualisation by expanding into tri-component model. The destination image has garnered a great deal of attention, particularly due to its significant and impactful influence on the decision-making and the sustainable behaviour of tourists, and it has since become the subject of many studies in the tourism and hospitality literatures. But most research concerning heritage image for destinations has considered the construct uni-dimensionally.

Personalization is a key element of restaurant innovation. Few studies in the business literature have examined its influence on table-service consumer behavior, including the factors that strengthen or weaken domain relations. The purpose of this paper is to investigate the effects of personalization on brand identification and repurchase intention by providing a contingent view of several crucial factors.

Online surveys were distributed to restaurant customers who received personalized menus, services and promotions. The authors collected data using purposive sampling and tested this study’s hypotheses using regression analysis.

The results indicate that personalization influences brand identification and loyalty behaviors. Not all aspects of employee friendliness, notably conversational skills, strengthen the links between personalization and consumer behavior. In fact, informal frontline employee attitudes negatively moderated customer brand identification. The results, however, suggest that humorous and approachable behaviors of frontline employees are essential in enhancing the effects of personalization on brand identification and revisiting intentions.

Drawing on self-categorization theory, this study introduces personalization as a key factor in improving brand identification and repeat purchase intentions in full-service restaurant settings. This study incorporated social exchange theory and motivational theory to construct a contingency view of frontline employee friendliness and customer motivation to better understand how customers’ dining experiences impact their post-consumption behaviors. By investigating the potential interactions between the three theoretical perspectives, this study demonstrates the relevance of personalization, cultural sensitivity and intrinsic motivation as vital components for Asian restaurants.