THE IMPACT OF CULTURAL HERITAGE ON THE DESTINATION ATTRACTIVENESS: THE MEDIATING ROLE OF AUTHENTICITY

Authenticity is widely recognized as a core element in heritage and cultural tourism, both as a value sought by tourists and as a critical determinant of destination attractiveness. Prior research has demonstrated a strong association between cultural heritage and authenticity in enhancing tourist experiences and perceptions of destinations. While the concep t of authenticity has been the focus of scholarly inquiry for over five decades, there remains a lack of empirical studies investigating this relationship within the Vietnamese context. This study addresses this gap by examining the influence of cultural heritage on perceived authenticity and its subsequent effect on destination attractiveness in Bin h Phuoc province, Vietnam. A quantitative research design was employed, using a structured questionnaire distributed to 222 domestic and international tourists visiting Binh Phuoc. The survey measured three main constructs: cultural heritage, authenticity (including object-based and existential authenticity), and destination attractiveness. Data were analyzed using Structural Equation Modeling (SEM) to assess the relationships among these constructs and to test the proposed hypotheses. The analysis confirmed that cultural heritage has a significant positive effect on both object-based authenticity and existential authenticity. Furthermore, both dimensions of authenticity positively influence tourists’ perceptions of destination attractiveness. These insights offer meaningful contributions for both theory development and practical strategies in promoting sustainable heritage tourism.