미얀마 문화유산 관광지의 진정성과 행동의도 관계연구: 바간의 감각유산 매개효과를 중심으로

Abstract

The authenticity of historical cultural resources and sensory inheritance that can be felt only at the heritage sites influences revisitation and positive world-of-mouth recommendations. Therefore, authenticity and sensory inheritance could be considered as an important factor in cultural heritage tourism. The results verify that sensory inheritance mediates between the authenticity and behavioral intention to target tourists who visited the cultural heritage site in Myanmar. The results show that only sensory inheritance plays a role as mediation between objective authenticity and behavioral intention, existential authenticity and behavioral intention. In order to improve the intents of tourists through constructive authenticity various sensory stimulations (sensory inheritance) need to be provided.