Linking Perceived Authenticity, Perceived Value, Satisfaction and Behavioural Intentions of Heritage Tourists

Abstract

This paper is an attempt to clarify the relationship between perceived heritage authenticity, perceived value, satisfaction and behavioural intentions of the heritage tourists. The purpose of this paper is to explore the valuation of heritage authenticity within the context of marketing management of cultural heritage sites. Total no of respondents selected were 328 from the world cultural heritage sites (WCHS) in Mahabalipuram, India. A confirmatory factor analysis and structural equation modelling was performed with the help of AMOS. Overall the influence of perceived heritage authenticity on perceived value, satisfaction and behavioural intentions were found to be positive.