Perceived authenticity and slow tourism intentions: A multi-group analysis of age differences using the model of goal-directed behavior

Despite growing interest in slow tourism, the role of perceived authenticity in shaping intentions across age groups remains underexplored. This study extends the Model of Goal-Directed Behavior (MGB) by integrating existential and object-based authenticity to examine age-based differences in slow tourism intentions. Using Structural Equation Modeling (SEM) with SPSS 22.0 and AMOS 22.0, data from 518 tourists who visited Hue, Vietnam, were analyzed. The results indicate that existential authenticity directly influences slow tourism intentions among individuals aged 40 and above, mediated strongly by emotions, reflecting their preference for personal equilibrium. Conversely, for those under 40, subjective norms significantly shape desires, highlighting their susceptibility to social influence due to limited experience. These findings bridge a gap in age-specific authenticity research, offering theoretical insights into MGB extensions and practical implications for tailoring slow tourism strategies to diverse age cohorts.