More Than Memories: How Authenticity Shapes Tourist Behavior in Cultural Heritage

This study examines the relationships among authenticity, memorable tourism experience (MTE), experience quality, place attachment, customer satisfaction, and behavioral intentions in the context of cultural heritage tourism. It also investigates the mediating roles of MTE, experience quality, customer satisfaction, and place attachment in the relationship between authenticity and behavioral intentions. Data were collected from tourists visiting cultural heritage sites in Bursa between January and December 2022 using a convenience sampling method. Of the 500 questionnaires distributed, 413 valid responses were included in the analysis. The proposed research model was tested using structural equation modeling (SEM). The findings indicate that authenticity has significant positive effects on customer satisfaction, experience quality, MTE, place attachment, and behavioral intentions. Moreover, customer satisfaction and experience quality significantly influence tourists’ behavioral intentions. Mediation analysis reveals that customer satisfaction and experience quality mediate the relationship between authenticity and behavioral intentions. However, the mediating effects of MTE and place attachment were not statistically significant, and their direct effects on behavioral intentions were also insignificant. These results emphasize the importance of authenticity in shaping tourist experiences and behavioral outcomes in cultural heritage destinations and provide practical insights for destination managers aiming to enhance visitor satisfaction and behavioral intentions.