An empirical application of the consumer-based authenticity model in heritage tourism of the George Town historic district, Penang, Malaysia.

Abstract

The primary objective of this paper is to investigate the specific application of the Consumer-based Model of Authenticity (C-BA) in historic districts. The paper building upon the C-BA model and examines the direct effects between the variables, as well as the mediating role of tourists' involvement, and place attachment in the connection between, authenticity (encompassing object-based authenticity and existential authenticity) and revisit intention. This study applied the C-BA model to the context of heritage tourism within a historic district. The analysis utilized structural equation modelling and involved 394 samples. The findings indicate that authenticity, influences tourists' intentions to return from a dual perspective. The results reveal that object-based authenticity mediates the relationship between tourists' involvement and satisfaction, while existential authenticity mediates the connection between place attachment and satisfaction. The study suggests that stakeholders ought to prioritize the preservation of the objective authenticity of the historic district and the provision of high-quality activity experiences.