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

Di Tian,Qiongyao Wang,Rob Law,Mu Zhang

doi:10.3390/su12166344

Di Tian, Qiongyao Wang + Show 2 more

Open Access

https://doi.org/10.3390/su12166344

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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.

Highlights

In view of the recent boom in the global tourism industry, intangible cultural heritage has become an important tourism resource and attraction
On the basis of traveler satisfaction, this study examined the mechanism of cultural identity and authentic perceptions of tourists in the development of intangible cultural heritage tourism
Cultural identity has a significant effect on authenticity perception, which positively influences tourist satisfaction; constructive authenticity perception has a significant effect on destination loyalty; existential authenticity indirectly affects loyalty through satisfaction; and tourist satisfaction has a positive effect on destination loyalty

Summary

Introduction

In view of the recent boom in the global tourism industry, intangible cultural heritage has become an important tourism resource and attraction. Intangible cultural heritage should be protected when carrying out development due to its uniqueness and vulnerability. Inadequate forms of tourism development will result in difficulties for products that are related to intangible cultural heritage to attract tourists. The lack of tourist endorsement on the development of intangible cultural heritage tourism can lead to limited value and waste of resources. Intangible cultural heritage plays an important role in local tourism development, the abovementioned issues likewise require research attention, and tourism development requires comprehensive consideration. Consideration of the development of intangible cultural heritage itself, and the feelings of tourists is necessary. As an important principle of cultural heritage tourism development, authenticity is of great significance to the tourism development of intangible cultural heritage [3]

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