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Perceived Authenticity and Place Attachment: New Findings from Chinese World Heritage Sites

Building on previous research that claims tourists’ perceived authenticity is an antecedent to place attachment, this study explored the relationship between the two theoretical constructs. Specifically, the mechanism between perceived authenticity, place attachment, and loyalty was empirically tested. The data were collected at Kaiping Diaolou and Villages, and the Old Town of Lijiang, two UNESCO heritage sites in southern China. Contrary to previous studies, the findings indicate that (1) perceived authenticity can be an antecedent to place attachment, (2) across both sites, tourists’ perceived authenticity of architecture or intangible heritage exhibited various effects on different components of place attachment, (3) the constituents of place attachment significantly influence loyalty, and (4) place attachment mediates between perceived authenticity and loyalty. This study provided a refined understanding of the dynamics between perceived authenticity and place attachment and offered practical implications for heritage management and marketing.