THE AUTHENTICITY OF INTANGIBLE CULTURAL HERITAGE MODEL BASED ON TOURISM TERMINATE INTENTION

Recent studies have extensively examined the motivation of tourism intention related to the authenticity of intangible cultural heritage (ICH), but however, the factors influencing tourism termination intention are still poorly understood. This study proposes an integrated research model of the ICH tourism termination intention. The model is constructed based on the theoretical perspectives of the (Expectation Confirmation Theory) ECT and (Landscape Perception Theory) LPT. The objectives of this study are to investigate the factors and mechanisms influencing the termination of tourism intention. This study adopted the quantitative method and analysed 311 questionnaires using structural equation modelling by making assumptions about the relationships among the constituent factors and examining the influence of tourists' anticipatory motives and landscape perception factors. The findings not only elucidate the impact of low expectation confirmation on tourists' intentions to terminate their visits but also offer valuable insights into potential negative phenomena in intangible cultural heritage tourism. This study highlights the crucial role of perceived authenticity in shaping tourists' decision-making processes and establishes a new theoretical framework for the preservation and management of intangible cultural heritage.