When Authenticity Meets Sustainability: The Role of Environmental Awareness in Shaping Tourist Visiting Behaviour

This study aims to analyse the effect of perceived authenticity on environmental awareness and its implications on tourist visit behaviour by considering the role of destination attachment and sustainability motivation. Data were obtained through a survey of respondents who had travel experience, then analysed using a structural model approach. The results showed that perceived authenticity positively and significantly affected environmental awareness. Furthermore, environmental awareness was found to be a major predictor in shaping responsible tourist visit behaviour. The structural model also showed a high R² value, confirming that the ecological awareness variable could act as a mediating mechanism that bridged the influence of authenticity on tourist visit behaviour. These findings indicate that integrating cultural authenticity and environmental education is very important in promoting sustainable tourism.