Research on the Effect of Authenticity on Revisit Intention in Heritage Tourism

A study at the UNESCO World Heritage Site, Mount Qingcheng and the Dujiangyan Irrigation System, reveals that authenticity significantly boosts tourists' revisit intention through memorable experiences and emotional attachment to the site. Using cognitive appraisal theory, researchers analyzed data from 596 valid responses via structural equation modeling, demonstrating that perceived authenticity not only directly influences revisit behavior but also indirectly shapes it by fostering positive emotional connections with heritage destinations. This finding provides a theoretical framework for enhancing tourist loyalty in heritage tourism, offering actionable insights for site managers and policymakers aiming to sustain long-term visitor engagement.

Zhou, G., Chen, W., & Wu, Y. (2022). Research on the Effect of Authenticity on Revisit Intention in Heritage Tourism. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.883380