Revealing the Inner Relationships Between Perceived Authenticity, Heritage Conscience and Heritage Responsibility

ABSTRACT Drawing on existentialism and moral identity theory, this study constructs a conceptual model to explore how tourists' perceptions of authenticity influence their heritage conscience and responsibility within the context of cultural heritage. The data were collected from two heritage sites in China: Kaiping Diaolou in Guangdong Province and Fujian Tulou in Fujian Province. Using partial least squares structural equation modeling, the following findings were revealed: (a) tourists' perceived authenticity of architectural heritage significantly impacts their heritage conscience, but the effect of that perceived authenticity of traditional customs on heritage conscience remains insignificant; (b) interpersonal conscience significantly influences intrapersonal conscience; (c) heritage conscience significantly influences heritage responsibility; and (d) heritage conscience acts as a mediator between the perceived authenticity of architectural heritage and responsibility. This study offers insights that enhance the sustainability of cultural heritage through discussing its theoretical and practical implications.