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

Tourist satisfaction at UNESCO World Heritage Sites can significantly promote cultural integration and reduce marginalization, particularly when visitors engage deeply with objective authenticity—such as historical traditions and architecture—and existential authenticity—experiencing the true value of traditional culture. A study analyzing 430 Chinese tourists in Korea’s Hahoe and Yangdong villages found that higher cross-cultural awareness enhances interest in these aspects, while immersive experiences amplify appreciation for them. Using confirmatory factor analysis and structural equation modeling, researchers confirmed that both types of authenticity positively influence satisfaction, which in turn fosters acculturation. These insights provide a framework for sustainable management of World Cultural Heritage Sites, balancing protection with inclusive development.

Zhang, H., Cho, T., Wang, H., & Ge, Q. (2018). The Influence of Cross-Cultural Awareness and Tourist Experience on Authenticity, Tourist Satisfaction and Acculturation in World Cultural Heritage Sites of Korea. Sustainability, 10(4), 927. https://doi.org/10.3390/su10040927