The influence of historical nostalgia on a heritage destination's brand authenticity, brand attachment, and brand equity

Abstract This article aims to examine an integrative model of historical nostalgia, brand authenticity, brand attachment, and brand equity based on the case of the Shaolin Temple, a heritage destination in China. The discussion is based on 470 responses collected from visitors to the historical place. The results demonstrate the positive mediating effect of brand authenticity and brand attachment on historical nostalgia and destination brand equity. This study contributes to the literature constructing the brand equity of heritage tourism destination by investigating the positive role of historical nostalgia. It helps heritage tourism stakeholders implement policies on brand authenticity and brand attachment.