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

Wenwen Lu, Yongjun Su, Sitan Su, Jie Zhao and Li Zhang
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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

Sustainability, 2022, vol. 14, issue 5, 1-17

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.

Keywords: intangible cultural heritage (ICH); intangible cultural heritage tourism (ICHT); perceived authenticity; experience quality; satisfaction; Kunqu Opera (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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