The Impacts of Ecotourists’ Perceived Authenticity and Perceived Values on Their Behaviors: Evidence from Huangshan World Natural and Cultural Heritage Site

Ecotourists' perceived authenticity significantly enhances their perceived values, which in turn positively influences revisit intentions and environmentally responsible behaviors. This mediation effect underscores the importance of authenticity in fostering sustainable tourism practices at UNESCO World Heritage Sites like Huangshan. The study employed survey research and structural equation modeling to analyze these relationships, revealing that authenticity not only drives value perception but also encourages repeat visits and eco-friendly conduct. These findings provide actionable insights for tourism managers to strategically protect natural resources, cultural heritage, and promote sustainable development through interactive experiences.

Yang, L., Hu, X., Lee, H. M., & Zhang, Y. (2023). The Impacts of Ecotourists’ Perceived Authenticity and Perceived Values on Their Behaviors: Evidence from Huangshan World Natural and Cultural Heritage Site. Sustainability, 15(2), 1551. https://doi.org/10.3390/su15021551