Measuring a Visitor’s Authenticity at an UNESCO World Heritage Site

A study conducted at Andong Hahoe Folk Village, a UNESCO World Heritage Site in South Korea, identified key factors that influence visitors' intention to revisit the site. The research found that authenticity, a critical aspect of world heritage tourism, is multidimensional and can be divided into objective and existential dimensions. Objective authenticity was linked to 'uniqueness' (tour output) and 'realistic perception' (tour outcome), while existential authenticity encompassed 'assimilation' and 'self-discovery'. Multiple regression analysis revealed that 'realistic perception' and 'self-discovery' had the greatest impact on revisit intention. The study provides a validated scale for measuring authenticity and offers practical insights for visitor management at world heritage destinations.

Nam, Y.-H., & Um, S.-H. (2016). Measuring a Visitor’s Authenticity at an UNESCO World Heritage Site. The Tourism Sciences Society of Korea, 40(8), 205–223. https://doi.org/10.17086/jts.2016.40.8.205.223