Examining multiple mediation of authenticity in the relationship between cultural motivation pattern and satisfaction: a case study of Şirince in Turkey

• Published in: Journal of hospitality and tourism insights (Online) 2024-04, Vol.7 (2), p.676-696
• Main Authors: Yildiz, Nuray, Melek Ece Öncüer, Tanrisevdi, Abdullah
• Format: Article
• Language: English
• Subjects: Aesthetics; Authenticity; Cultural heritage; Cultural tourism; Culture; Economic impact; Industrial development; Inheritances; Motivation; Tourism
• ISSN: 2514-9792; 2514-9806
• DOI: 10.1108/JHTI-09-2022-0404

PurposeThis study aims to assess the relationships between cultural travel motivation, two dimensions of authenticity and satisfaction of domestic tourists visiting Sirince in Turkey. Given the structure of the model, authenticity is two latent variables, indirectly affecting satisfaction.Design/methodology/approachThe research takes a predictive and explanatory approach rather than theory confirmation. Partial least squares (PLS) algorithm was used to assess the multiple mediation. The data were collected from 391 domestic visitors through a self-administered questionnaire.FindingsThe research highlights that two dimensions of authenticity have a statistically mediating influences on the relationship between cultural travel motivation and satisfaction. Furthermore, while cultural travel motivation is the most important predictor of satisfaction, object-based authenticity has emerged as an antecedent variable that deserves to be given the highest importance. Finally, first time visitors and repeaters did not differ across all relationships in the model.Research limitations/implicationsThe fact that the data were collected only from Sirince can be considered as geographical limitations of the study. Another limitation is that due to the ongoing COVID-19 pandemic, the data were obtained only from domestic tourists visiting Sirince.Practical implicationsThe study on the multiple mediating roles of authenticity in the relationship between motivation factor alongside satisfaction revealed a variety of application opportunities, particularly for destinations attempting to position themselves as authentic. Accordingly, authenticity concept gains significance in tourism industry more often because unique experiences at the visited destinations can satisfy the individuals in search of their self-identity.Social implicationsFurthermore, transformation of authentic places into tourism destinations develops cultural values in line with expectations of tourists. However, this transforms domestic cultural factors into commercial products by eroding their significance in the eye of local residents. This invites artificiality by drifting apart from originality of cultural elements. Each element serves as part of authenticity is indeed away from authentic experience even though it is regarded as an authentic experience from tourists’ perspective because it diverts from its reality. Establishing balance between tourists’ travel motivations and their expectation from authent