Tourists’ Perceptions and Loyalty of Nanyin Traditional Music in Chinese Music Tourism

Tourism is not only a visual experience but also an auditory pleasure that could be directly experienced through music performances as traditional music performances to experience local culture. “Nanyin” ancient music as a UNESCO intangible cultural heritage in China has become an essential music tourism attraction. This study aims to analyze tourists’ perception of “Nanyin” ancient music, explore the relationship between tourists'’ expectations, existential authenticity, and loyalty, and the moderating effect of cultural identity. To achieve the above research purposes, the research adopts a mixed research method, through the content analysis method and questionnaire survey, research findings revealed that existential authenticity has a mediating effect between tourists’ expectations and loyalty, and cultural identity plays a significant moderating role between tourists’ expectations of existential authenticity, existential authenticity, and loyalty. For the sustainable development of music tourism in China, this article proposes strategies to promote traditional music tourism products and service provisions in the Chinese tourism market.