From tourist-perceived authenticity to storytelling tendency: the mediating role of well-being in agricultural heritage tourism

Authenticity links tourist experiences with narrative communication in agricultural heritage tourism. Drawing on the Cognition–Affect–Behavior framework, this study models the relationships among perceived authenticity, well-being, and storytelling tendency. Data from 402 visitors to Hongcun, Chengkan, and Xixinan in Anhui, China, were analyzed using PLS-SEM. The results show that perceived authenticity comprises ecological experience, cultural interaction, heritage reminiscence, personal reflection, and continuity of tradition. Psychological and subjective well-being mediate the relationships between perceived authenticity and storytelling tendency, although support varies across dimensions. Cultural interaction has a significant indirect effect only through psychological well-being, while neither indirect pathway involving personal reflection is significant. These findings provide a theoretical basis for conserving living heritage and communicating heritage values in traditional villages.