Information Source Credibility And Heritage Craft Tourism Consumption: The Serial Mediation of Authenticity Perception and Cultural Identity

HRMARS - Purpose: Cultural preservation and commercialization debates in heritage tourism need fresh perspectives. We argue that understanding how information sources influence tourists offers valuable insights. Most authenticity studies examine only tourist-object interactions, but they miss information intermediaries' crucial role. Drawing on Service-Dominant Logic, Social Identity Theory, and Signaling Theory, we position information sources as authenticity co-creators rather than neutral channels. Design/methodology/approach: Data came from 311 Chinese heritage craft tourists. Structural equation modeling tested serial and moderated mediation pathways. Respondents evaluated five constructs using 5-point Likert scales: source credibility, authenticity perceptions, cultural identity, cultural involvement, and consumption patterns. We analyzed relationships through Mplus 8.3 using maximum likelihood estimation and bootstrapping procedures. Findings: Source credibility powerfully predicts authenticity perceptions (?=0.830, R²=68.9%). Yet credibility affects consumption only indirectly. Cultural identity completely mediates this path (indirect effect=0.412). Cultural involvement also matters: highly engaged tourists demonstrate 56% stronger authenticity-identity connections than less engaged counterparts. Research limitations/implications: Cross-sectional data cannot prove causation definitively. Our Chinese sample may not generalize elsewhere, since authenticity judgments and information use vary across cultures. Practical implications: Destinations should build robust credibility systems—pursue UNESCO recognition, partner with knowledgeable influencers, create peer review platforms. Strong credibility trigger’s identity shifts that drive consumption naturally. Managers should also segment tourists by involvement levels and tailor strategies accordingly. Originality/value: Three contributions stand out. We reposition information sources from peripheral to central roles in authenticity formation. We identify cultural identity as the psychological bridge connecting perceptions to actions. We unite Service-Dominant Logic, Social Identity Theory, and Signaling Theory into one integrated framework crossing disciplinary boundaries.