Heritage Authenticity Arouses Tourists’ Emotional Attachment and Revisit Intention

This paper examines the complex interaction between heritage authenticity and tourists’ revisit intention, with a particular emphasis on the mediating role of emotional attachment and the application of place attachment theory. Unlike prior research predominantly conducted in Western contexts, this study investigates five UNESCO World Heritage Sites in Central Vietnam. Utilizing structural equation modelng on data from 319 respondents, the findings challenge conventional assumptions by demonstrating that authenticity alone does not directly drive revisit intention. Instead, emotional attachment emerges as a crucial mediator, reinforcing the significance of experiential and affective dimensions in heritage tourism. Moreover, existential authenticity exerts a stronger influence on emotional attachment than object-based authenticity does, emphasizing the need for immersive and meaningful visitor experiences. These insights provide valuable theoretical and managerial implications, advocating for a shift from passive heritage preservation to emotionally engaging tourism strategies that foster deeper connections and sustainable destination loyalty in non-Western settings.