Heritage Interpretation, Authenticity, Identity, and Visitor Experience: Mainland Chinese Perspectives at the Mandarin’s House, Macao

Summary The Mandarin’s House is a 19th-century residence of reform-minded scholar Zheng Guanying and part of the Historic Centre of Macao, inscribed on the UNESCO World Heritage List in 2005. As Macao’s tourism sector increasingly depends on mainland Chinese visitors, understanding their experiences of heritage interpretation, including perceptions of authenticity, is crucial for sustainable cultural tourism development. This case study explores how mainland Chinese visitors engage with and interpret the site. Based on qualitative interviews with 15 visitors, the study identifies four interconnected experiential dimensions: engagement level, emotional resonance, cognitive understanding, and perceived authenticity. Findings show that experiences are shaped by both personal interpretation (tour guides) and non-personal interpretation (exhibition panels, signage, QR-code systems, and augmented reality), as well as demographic factors such as age and education, and broader collectivist cultural identity. While digital tools enhance interactivity and autonomy, traditional storytelling fosters deeper emotional resonance and perceived authenticity. The case identifies managerial tensions between innovation and tradition, personalization and standardization, and sensory stimulation and cognitive depth. It proposes a culturally responsive, segmented interpretation strategy to support sustainable heritage tourism development in Macao.