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Influence of Cultural Identity on Tourists’ Authenticity Perception, Tourist Satisfaction, and Traveler Loyalty

Author

Listed:
  • Di Tian

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

  • Qiongyao Wang

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

  • Rob Law

    (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong 999077, China)

  • Mu Zhang

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

Abstract

Intangible cultural heritage is a natural fit for tourism development due to its extensive cultural and artistic value. Authenticity is important in the development of intangible cultural heritage tourism. This case study considered Celadon Town, a classic scenic spot of intangible cultural heritage in Zhejiang Province, China, to design questionnaires and a research model involving cultural identity, authenticity perception, tourist satisfaction, and traveler loyalty. This model was used to explore the indigenous presentation of authenticity, that is, the “Traditional Firing Technique of Longquan Celadon,” and its impact on tourist satisfaction and loyalty. On the basis of the research model and hypotheses, relevant data were collected through a questionnaire survey, tested, and analyzed using a structural equation model (SEM). Findings indicate that authenticity of intangible cultural heritage has a significant positive effect on destination satisfaction and loyalty, which supplements related research on the authenticity of intangible cultural heritage destinations. This study advocates that building a characteristic town is a unique development mode of intangible cultural heritage tourism. The model integrates the cultural and tourism attributes of intangible cultural heritage. Based on this development model, the study offers related suggestions for the construction of authenticity and the realization of long-term development of tourism destinations.

Suggested Citation

  • Di Tian & Qiongyao Wang & Rob Law & Mu Zhang, 2020. "Influence of Cultural Identity on Tourists’ Authenticity Perception, Tourist Satisfaction, and Traveler Loyalty," Sustainability, MDPI, vol. 12(16), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:16:p:6344-:d:395616
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    References listed on IDEAS

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    1. Akhoondnejad, Arman, 2016. "Tourist loyalty to a local cultural event: The case of Turkmen handicrafts festival," Tourism Management, Elsevier, vol. 52(C), pages 468-477.
    2. Chen, Ching-Fu & Chen, Fu-Shian, 2010. "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists," Tourism Management, Elsevier, vol. 31(1), pages 29-35.
    3. Kolar, Tomaz & Zabkar, Vesna, 2010. "A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?," Tourism Management, Elsevier, vol. 31(5), pages 652-664.
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    Cited by:

    1. Li Li & Shasha Li, 2022. "Do Tourists Really Care about Authenticity? A Study on Tourists’ Perceptions of Nature and Culture Authenticity," Sustainability, MDPI, vol. 14(5), pages 1-15, February.
    2. Yuqian Wei & Hengyu Liu & Keun-Soo Park, 2021. "Examining the Structural Relationships among Heritage Proximity, Perceived Impacts, Attitude and Residents’ Support in Intangible Cultural Heritage Tourism," Sustainability, MDPI, vol. 13(15), pages 1-14, July.
    3. Wenwen Lu & Yongjun Su & Sitan Su & Jie Zhao & Li Zhang, 2022. "Perceived Authenticity and Experience Quality in Intangible Cultural Heritage Tourism: The Case of Kunqu Opera in China," Sustainability, MDPI, vol. 14(5), pages 1-17, March.
    4. Yongjun Su & Junjie Xu & Marios Sotiriadis & Shiwei Shen, 2021. "Authenticity, Perceived Value and Loyalty in Marine Tourism Destinations: The Case of Zhoushan, Zhejiang Province, China," Sustainability, MDPI, vol. 13(7), pages 1-14, March.
    5. Stefania Skowron-Markowska & Marta Nowakowska, 2021. "Chinese Destinations Related to Martial Arts Tourism from the UNESCO Perspective," Sustainability, MDPI, vol. 13(14), pages 1-20, July.
    6. Martín León-Santiesteban & Martha Cecilia Mendez-Prada & Yolanda Patricia Cardona-Arce & Nelly Guerrero-Mosquera, 2023. "Multicriteria Model for Measuring the Potential of Cultural Identity in the Tourism Development of Sincelejo, Colombia," Sustainability, MDPI, vol. 15(20), pages 1-15, October.
    7. Husanjon Juraturgunov & Murodjon Raimkulov & Young-joo Ahn & Eunice Minjoo Kang, 2023. "World Heritage Site Tourism and Destination Loyalty along the Silk Road: A Study of U.S. Travelers in Uzbekistan," Sustainability, MDPI, vol. 15(13), pages 1-21, June.

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