Unpacking authenticity in heritage tourism: the mediating role of destination attractiveness and the moderating effect of prior knowledge

Abstract

Abstract:

Purpose: This study proposes and empirically tests the ADB (Authenticity–Destination Attractiveness–Behavioral Intentions) model to explain tourist behavior in heritage tourism. Drawing on the Affect–Behavior–Cognition (ABC) model and Means–End theory, the research conceptualizes authenticity as a multidimensional construct comprising object-based and existential dimensions and examines its influence on perceived destination attractiveness and, subsequently, tourists’ behavioral intentions. The moderating role of prior knowledge is introduced to explore variations in tourists’ affective responses toward authenticity cues.
Methods: Data were collected through a structured questionnaire administered to 222 visitors at two nationally recognized heritage sites in Binh Phuoc, Vietnam. The proposed model was assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Findngs: The results reveal that destination attractiveness fully mediates the effect of both types of authenticity on behavioral intentions. Furthermore, prior knowledge enhances the strength of the relationship between authenticity perceptions and affective evaluations of the destination. The study advances theoretical understanding by clarifying the emotional and cognitive mechanisms through which authenticity perceptions translate into destination loyalty within post-war heritage contexts. From a managerial perspective, the findings offer actionable insights for heritage site managers to design interpretation strategies that simultaneously evoke emotional resonance and cognitive alignment among visitors. 

Keywords: heritage tourism; authenticity; destination attractiveness; behavioral intention; prior knowledge, effect

JEL classification: L83, Z32