ARE YOU LOOKING FOR AUTHENTICITY? THE INFLUENCE OF AUTHENTICITY OF CULTURAL HERITAGE TOURISM ON TOURISTS' INTENTION TO REVISIT

Abstract

The revisit of tourists can effectively reduce the market cost of tourism destinations and maintain stable tourist sources, which is an important index to evaluate the development potential of tourism destinations and judge the stage of their life cycle. Taking cultural heritage tourism destinations as research sites, based on the ABC attitude model, this paper explores the influence mechanism of authenticity on revisit intention and the mediating effect of place attachment and the moderating effect of variety-seeking. The results show that the influencing factors and mechanism of revisit intention of tourists in cultural heritage destinations conform to ABC attitude model, which is a continuous process of cognition-affect-behavior sequence. Both objective and existential authenticity have significant positive effects on revisit intention. Place attachment plays a partial mediating role between objective authenticity, existential authenticity and revisit intention. Variety-seeking moderates the effect of objective authenticity on revisit intention. The lower the level of Variety-seeking, the stronger the positive relationship between objective authenticity and revisit intention.