Beyond Satisfaction: Authenticity, Attachment, and Engagement in Shaping Revisit Intention of Palace Museum Visitors

초록

Cultural heritage sites play a crucial role in safeguarding identity, fostering cultural exchange, and generating sustainable tourism. Within this context, the Palace Museum in Beijing, which attracts 19 million annual visitors, offers a compelling case for examining the dynamics that shape revisit intention. This study explores the relationships among perceived authenticity, place attachment, destination satisfaction, visitor engagement, and revisit intention within the context of heritage tourism. Using Partial Least Squares–Structural Equation Modeling (PLS-SEM), data were collected from local visitors to the Palace Museum to analyze both the direct and mediating effects of these constructs. Findings indicate that perceived authenticity significantly enhances both destination satisfaction and visitor engagement, while place attachment makes a strong contribution to visitor engagement. Moreover, visitor engagement emerged as a more influential mediator than destination satisfaction in linking perceived authenticity to revisit intention, showing the importance of immersive and meaningful participation in shaping tourists’ behavioral intentions. These results suggest that while satisfaction remains a relevant concept, strategies that emphasize authenticity-driven experiences and fostering of deeper emotional and participatory bonds are more effective in sustaining revisits. This study advances the understanding of heritage tourism and provides practical insights for managing iconic heritage sites such as the Palace Museum.

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