The Influence of Cross-Cultural Awareness and Tourist Experience on Authenticity, Tourist Satisfaction and Acculturation in World Cultural Heritage Sites of Korea

Hao Zhang,Taeyoung Cho,Huanjiong Wang,Quansheng Ge

doi:10.3390/su10040927

Abstract

This study aimed to identify the relationship among the following factors: cross-cultural awareness, tourist experience, authenticity, tourist satisfaction, and acculturation. It also sought to determine what role that tourist activities play in acculturation. Furthermore, this study looked to provide a feasibility plan for the effective management, protection, and sustainable development of World Cultural Heritage Sites. We chose Chinese in Korea (immigrants, workers, and international students) who visited the historic villages of Korea (Hahoe and Yangdong) as the research object, and used 430 questionnaires for analysis. The confirmatory factor analysis and structural equation model were used to verify proposed hypotheses. The results showed that (1) Chinese in Korea, who have higher cultural awareness, had more interests in objective authenticity (e.g., historical traditions, cultural heritage, and architecture) of world heritage sites; (2) Chinese in Korea could feel and appreciate the true value of traditional culture through tourist experience; (3) The objective authenticity and existential authenticity have a positive effect on tourist satisfaction; and, (4) Higher tourist satisfaction could effectively promote cultural integration and assimilation, and prevent cultural separation and marginalization.

Highlights

According to a survey by the World Tourism Organization (UNWTO), about 40% of international tourists prefer to visit locations of significant cultural heritage, including world cultural heritage sites, cultural sites, museums, and antiquities [1]
To provide a theoretical basis for future development of cultural heritage tourism, it is necessary to investigate the various aspects of Chinese visitors for cultural heritage sites of Korea, such as cross-cultural awareness, tourist experience, authenticity, tourist satisfaction, and acculturation
Based on a questionnaire survey, we investigated the relationship among cross-cultural awareness, tourist experience, authenticity, tourist satisfaction, and acculturation of Chinese people that are living in Korea

Summary

Introduction

According to a survey by the World Tourism Organization (UNWTO), about 40% of international tourists prefer to visit locations of significant cultural heritage, including world cultural heritage sites, cultural sites, museums, and antiquities [1]. With the growth of tourists for cultural heritage, a new tourism market has been formed. Since 2010, the number of Chinese tourists visiting Korea has increased. Korea has tried to increase tourism income and has made many preparations for the continuous growth of Chinese tourists, which is the first inbound market of the world heritage sites in Korea. To provide a theoretical basis for future development of cultural heritage tourism, it is necessary to investigate the various aspects of Chinese visitors for cultural heritage sites of Korea, such as cross-cultural awareness, tourist experience, authenticity, tourist satisfaction, and acculturation

Methods

Results

Conclusion