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Perceived Authenticity and Experience Quality in Intangible Cultural Heritage Tourism: The Case of Kunqu Opera in China

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  • Wenwen Lu

    (Joint Institute of Ningbo University and University of Angers/Donghai Academy, Ningbo University, Ningbo 315211, China)

  • Yongjun Su

    (Joint Institute of Ningbo University and University of Angers/Donghai Academy, Ningbo University, Ningbo 315211, China)

  • Sitan Su

    (Faculty of Social Sciences, University of Macau, Taipa, Macau SAR 999078, China)

  • Jie Zhao

    (School of Economics and Management, Inner Mongolia Normal University, Hohhot 010022, China)

  • Li Zhang

    (School of International Studies, Zhejiang Business Technology Institute, Ningbo 315012, China)

Abstract

In the era of the experience economy, intangible cultural heritage (ICH) is now much a richer in terms of authenticity, which largely enriches the tourist experience. This study aims to apply authenticity theory to the field of intangible cultural heritage tourism (ICHT) and to analyze the relationship between the dual dimensions of tourists’ perceived authenticity (constructivism and existentialism) and experience quality and satisfaction. A total of 302 valid questionnaires were collected and analyzed using structural equation modeling through a survey of Kunqu Opera, a World ICH in China. The results of this study confirm that the dual dimensions of authenticity (constructive and existential) have significantly different effects on experience quality and satisfaction. Furthermore, with regard to the mediating effect of experience quality, experience quality plays a partially mediating role between existential authenticity and satisfaction. However, constructive authenticity is a positive influence on satisfaction through existential authenticity and experience quality. This article is concluded with a discussion on the theoretical and managerial implications.

Suggested Citation

  • Wenwen Lu & Yongjun Su & Sitan Su & Jie Zhao & Li Zhang, 2022. "Perceived Authenticity and Experience Quality in Intangible Cultural Heritage Tourism: The Case of Kunqu Opera in China," Sustainability, MDPI, vol. 14(5), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:5:p:2940-:d:763024
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    References listed on IDEAS

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