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

Abstract

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 authentic destination is substantially important to satisfy their sensational and sentimental expectations. In addition to the ones mentioned above, managers should take an active role in promotion and focus on sponsorship activities to highlight the authenticity of Sirince; begin reconstruction works by considering the original architecture specific to the region; and pay attention to the compatibility of the new architectural texture with the destination character. As stated in the study of Genc and Gulertekin Genc (2021), special attention should be paid to the harmony between the architectural texture and the destination feature. Finally, considering that authenticity has a mediating role between cultural travel motivation and satisfaction, authentic values should be highlighted in promotional videos.Originality/valueThere has been very little research into the role of the dimensions of authenticity in mediating the relationship between cultural motivation and satisfaction. Unlike previous studies on authenticity and tourism, this research attempted to examine the relationship between cultural travel motivation and satisfaction by involving two dimensions of authenticity into the model.

Factors Affecting Purchase Intention of Hanfu: Considering Product Identification, Cultural Motivation, and Perceived Authenticity

“…In contrast, the mediating effect of existential authenticity is found to be insignificant (rejected by H5b and H6b). This result aligns with the findings of Yildiz et al, highlighting the significance of object-based authenticity as a crucial antecedent variable [ 40 ]. It implies that consumers’ identification with Hanfu and cultural motivation enhance and reinforce object-based authenticity, thereby motivating their purchase intentions.…”

“…On the other hand, the mediating role of object-based authenticity in the association between consumers’ identification with Hanfu/cultural motivation and purchase intentions is supported, suggesting that consumers’ perceptions of object-based authenticity has a positive effect on their purchase intentions. Therefore, further efforts and research are needed to refine the conceptualization of object-based authenticity to comprehensively capture its impact on consumers’ purchase intentions [ 40 ]. Moreover, different from prior studies which examined perceived authenticity as a whole to verify its mediating role on the association between consumers’ perceptions of homophily and subsequent purchase intentions [ 55 ], the present study has testified the mediating roles of perceived authenticity from two different dimensions.…”

“…Previous studies by Kolar and Zabkar [ 23 ], Atzeni et al [ 49 ], Yi et al [ 50 ], and Yildiz et al [ 40 ] have demonstrated the positive influence of object-based authenticity on existential authenticity concerning cultural tourism. Moreover, the significant correlations between consumers’ or tourists’ authenticity and various aspects of their decision-making have been empirically examined and verified.…”

“…For example, Biraglia et al found that changes in the physical or atmospheric attributes of a tourist attraction could affect perceived authenticity, which in turn influenced tourists’ intention to visit [ 54 ]. Yildiz et al demonstrated that both object-based and existential authenticity mediate the relationship between tourists’ cultural travel motivation and satisfaction [ 40 ]. Shoenberger and Kim have verified that consumers’ perceived authenticity towards an influencer would mediate the relationship between their perceptions of homophily and subsequent purchase intentions [ 55 ].…”

Case study of a Templestay and temple visit in Korea using customer generated content to evaluate customer satisfaction

“…A previous study examined satisfaction items encompassing four major domains of religion tourism activities: (1) being in nature, (2) selfgrowth and reflection, (3) education, and (4) relaxation 22. A more recent interesting study that tries to evaluate customer satisfaction of a unique cultural travel motivation in Turkey results in that motivation is one of the key determinant for visitors to visit and earn satisfaction from their visit [23] . Despite this, little research has been conducted in order to determine the attributes that contribute to Templestay satisfaction.…”