Serial mediation: Destination image and perceived value in the relationship between perceived authenticity and behavioural intentions

Abstract

The aim of study is to determine whether destination image and perceived value have a serial mediating role in the relationship between perceived authenticity and behavioural intentions such as repurchase intention and recommendation in a cultural heritage destination. In this study, the convenience sampling method was used. Results are based on sample were collected through a questionnaire of 443 visitors. Findings demonstrated that both perceived value what refers trade-off between perceived benefits and perceived costs and destination image act as a mediator for the influence of perceived authenticity on behavioural intentions. Furthermore, as simultaneously in a serial model, destination image mediates the relationship between perceived authenticity and perceived value, perceived value mediates the relationship between destination image and behavioural intentions. Study's findings extend the tourism literature by casting light on previously unexamined aspects of repurchase intention and recommendation that contributes to the perceived authenticity of tourists and advancing the sustainable development of cultural heritage tourism.