Influence of Cultural Identity on Tourists’ Authenticity Perception, Tourist Satisfaction, and Traveler Loyalty

Abstract

Intangible cultural heritage is a natural fit for tourism development due to its extensive cultural and artistic value. Authenticity is important in the development of intangible cultural heritage tourism. This case study considered Celadon Town, a classic scenic spot of intangible cultural heritage in Zhejiang Province, China, to design questionnaires and a research model involving cultural identity, authenticity perception, tourist satisfaction, and traveler loyalty. This model was used to explore the indigenous presentation of authenticity, that is, the “Traditional Firing Technique of Longquan Celadon,” and its impact on tourist satisfaction and loyalty. On the basis of the research model and hypotheses, relevant data were collected through a questionnaire survey, tested, and analyzed using a structural equation model (SEM). Findings indicate that authenticity of intangible cultural heritage has a significant positive effect on destination satisfaction and loyalty, which supplements related research on the authenticity of intangible cultural heritage destinations. This study advocates that building a characteristic town is a unique development mode of intangible cultural heritage tourism. The model integrates the cultural and tourism attributes of intangible cultural heritage. Based on this development model, the study offers related suggestions for the construction of authenticity and the realization of long-term development of tourism destinations.