1. Introduction
Tourism literature defines the concept of authenticity as genuineness or realness of artifacts or events, as well as a human attribute signifying being one’s true self or being true to one’s essential nature. Scholars proposed that the concept of authenticity can be split into ‘object-based authenticity’ and ‘existential authenticity’. The former is about tourists’ perception about objects, while the latter refers to tourists’ perception about “themself” when they are on holidays/trips [
1]. From the perspective of objectivism, early scholars argued that authenticity is an innate characteristic of tourism objects, and as such, can be measured with objective standards [
2,
3,
4]. However, this conceptualization has become less popular in recent literature because it has the drawback to oversimplify the meaning of authenticity. Scholars adopting constructivism believe that objective authenticity is no longer applicable to tourism destinations or contexts having a high degree of commodification and commercialization [
5], nor does it reflect the contemporary quest of tourists for authenticity, a kind of symbolic authenticity [
6]. Therefore, they proposed that authenticity has symbolic meaning reflected into tourism objects by tourists or tourism suppliers through their subjective imagination and preferences [
1]. This research stream has gradually reached a consensus that the concept of ‘constructivist authenticity’ is more suitable for conducting research in tourism field and contexts [
7,
8,
9,
10].
Adding the dimension of complexity to authenticity, scholars proposed the concept of ‘existential authenticity’ to capture tourists’ desire to escape from their everyday life and their pursuit of high-quality interpersonal communication [
11,
12]. Wang [
1] suggests that existential authenticity encompasses intrapersonal and interpersonal dimensions. The former refers to the sensory enjoyment and self-realization of individuals in performing tourism activities, whereas the latter refers to the natural and equal interpersonal interaction between tourists and other persons in tourism destination [
1]. It is worth noticing that the over-generalization of existential authenticity should be avoided [
13,
14,
15,
16] because not all tourism experiences can enhance tourists in attaining a state of “authentic being” [
17]. In this regard, Kirillova found that the influence of existential authenticity in the settings of cultural heritage, sightseeing, theme parks, backpacking, and volunteer tourism is much more conspicuous and significant than in other tourism contexts [
18].
Despite the above valuable contributions and progress made in this research field, there is still a need for a better knowledge and in-depth understanding of the impact of authenticity on tourists’ perceived value. First, extant literature has examined the relationship between authenticity and perceived value and found that object-based authenticity and existential authenticity positively affects tourists’ perceived value in the tourism field in general [
19,
20]. However, previous studies have failed to address the issue of distinction between intrapersonal and interpersonal authenticity. Consequently, they have not examined their respective influence on perceived value. Intrapersonal authenticity is based on tourists’ perception of their own emotions, whereas interpersonal authenticity is based on tourists’ perception of interpersonal communication [
7]. Therefore, these two concepts should be considered and examined separately. This is a knowledge gap addressed by our study.
A second gap in this research field is the influence of authenticity on loyalty, on which there are conflicting views. Some scholars found that the object-based authenticity positively affects tourists’ loyalty while existential authenticity has no significant influence [
9,
21]. However, other scholars suggested conflicting findings [
8,
15,
16]. Likewise, the influence of existential authenticity on loyalty is equally under-researched. Hence, there is a need for additional studies examining these relationships in different contexts to gain a better, in-depth understanding. Therefore, this study is attempting to address the above knowledge gaps by examining the relationship between authenticity, perceived value, and tourist loyalty in a comprehensive manner, based on a unified theoretical framework. More importantly, this study attempts to achieve a better understanding of object-based authenticity from the constructivist perspective and distinguishes two different dimensions of existential authenticity.
Against this background, our study considers the topic within the context of marine tourism. The main purpose is, therefore, to explore how tourists’ perception of authenticity affects the evaluation of their experience and loyalty to tourism destinations. To achieve the research aim, the study first proposed a research model for the relationship between the three constructs, namely authenticity, perceived value and loyalty. The suggested research model was then tested and validated by means of an explorative survey in three popular marine tourism sites in Zhoushan Archipelago, Southeast China. It is believed that the study’s findings should provide valuable academic contribution to the research of authenticity and put forward effective managerial implications for the sustainable development of marine tourism destinations.
4. Materials and Methods
The study’s aim was to investigate the effect of authenticity on tourists’ perceived value and loyalty. The above suggested research model proposes three factors as antecedents of the value of tourism experience as perceived by tourists (PV). The latter (PV) is a mediating factor impacting the tourists’ loyalty towards a destination or site.
The suggested research model was empirically tested by means of a quantitative/explorative conducted in Zhoushan Archipelago, Zhejiang Province, China. The main elements of this empirical investigation are presented hereafter.
4.1. Research Design
This research selected as study areas three tourist islands in Zhoushan Archipelago, Zhejiang Province (SE China), i.e., Mount Putuo, Zhujiajian and Peach Blossom Island. This choice was made based on two main criteria, namely: (i) the diversified marine landscapes (e.g., marine cultural relics, marine historical places, marine facilities and artistic landscape); and (ii) high visitation, high volume of passengers during the peak season (July to October). All respondents—tourists visiting the three islands—were selected by random sampling method.
4.2. Instrument Development
The research instrument (survey questionnaire) consisted of 5 research constructs having a number of measurement items as follows: Object-based authenticity (OBA) with 7 items; Intrapersonal authenticity (IEXA) with 3 items; Interpersonal authenticity (EEXA) measured with 3 items; Perceived value (PV) with 5 items; and Loyalty (LOY) with 3 items. The measurement items of OBA were designed according to the study by Yi [
10], and were adapted by taking into account the specific empirical context. Measurement items for IEXA and EEXA were adopted from Yi and Kolar and Zabkar [
8], items for PV were adopted from Fu [
49], and the items for LOY are those suggested by Zhou [
9]. All items were measured using a 7-points Likert scale, 1—Strong disagreement to 7—Strong agreement. The initially drafted questionnaire went through a pilot test. Three experienced tourism researchers were asked to examine and assess the content and provided feedback on and suggestions for improvement. The final form of the questionnaire was used to collect data.
4.3. Data Collection
Data collection was conducted respectively in August 2020 and March 2021 by distributing questionnaires in tourist attractions. All respondents were informed in advance of the study’s purpose and assured that their answers were anonymous and voluntary. In total, 475 questionnaires were completed; however, 408 were duly filled in and suitable for statistical analyses.
The respondents’ sample is considered as representative (
Table 1). Respondents were fairly distributed in terms of gender (51.7% male and 48.0% female). As for the age, 12.7% are under 25; 35.8% are between 26 and 35; 33.6% are between 36 and 45. Regarding the education level, most of the respondents have already completed their studies or are university students. Most of the respondents traveled independently and were from Zhejiang Province and neighboring provinces.
6. Discussion of Main Findings, Conclusions and Implications
The aim of this study was to explore the influence mechanism of authenticity, perceived value, and loyalty. First, the study suggested a research model encompassing five constructs to investigate the hypothesized relationship and impact between them. Then, an empirical study was performed with the aim to test and validate the proposed model. The chosen study area was three marine tourism destinations in Zhoushan Archipelago, Southeastern China. Statistical analyses were carried out by using AMOS 24.0 software and the results of these analyses were presented in a detailed way in the previous section.
Based on the presentation of results, the main findings of our study are discussed within the context. First, extant studies tend to consider and approach this concept—existential authenticity—as a one-dimensional construct [
19,
20]. However, by distinguishing its two sub-dimensions (IEXA and EEXA), our research finds that only interpersonal authenticity (EEXA) can significantly affect perceived value, which indicates that existential authenticity should be analyzed into two dimensions (intrapersonal and interpersonal authenticity), and consequently explored the influence of two dimensions on perceived value separately, which supports the views of previous scholars [
1,
7,
12].
Second, this paper comprehensively explores the influence of three types of authenticity (OBA, IEXA and EEXA) on tourist loyalty, and finds that OBA and EEXA are the main factors affecting tourist loyalty. This finding can be regarded as an improvement of previous researchers [
8,
9,
10].
Third, the study’s findings indicated that perceived value plays a role of partial mediation in the relationship between authenticity and loyalty. More specifically, object-based authenticity and interpersonal authenticity can influence loyalty through their impact on perceived value. This indicates that authentic tourism objects and positive interpersonal communication can improve tourists’ perceived value from a specific experience, thus enhancing their loyalty to a marine tourism destination/site [
31,
49].
According to these findings, some theoretical contributions and managerial implications can be proposed.
6.1. Theoretical Contribution
First, most of the existing literature on authenticity is based on the context of cultural heritage tourism. However, this study is one of the first literatures focusing on the topic of authenticity within the field of marine tourism, which enriches the context of authenticity research.
Second, this paper discusses the relationship between authenticity, perceived value and loyalty in the same research framework, which has rarely been done by previous scholars. On the one hand, the effects of three types of authenticity (OBA, IEXA, and EEXA) on perceived value and loyalty have been examined; on the other hand, the mediating effect of perceived value on the relationship between authenticity and loyalty has also been verified. The relevant conclusions improve and expand the existing research.
Finally, this study has explored how authenticity affects tourists’ evaluation of tourism site and their willingness to revisit. Therefore, it will serve as a supplement to relevant literature on sustainable marketing of tourist destinations.
6.2. Managerial Implications
It is believed that the study’s findings are useful to industry practitioners and other stakeholders involved in marine tourism. The factors affecting the authenticity of tourism experience could assist managers and marketers in improving travel experience and in enhancing their loyalty to destination/site.
First, it was revealed that object-based and interpersonal authenticity are two key factors that affect perceived value and loyalty, and tourism managers and marketers can create a high-quality travel experience based on these two elements. On one hand, the authentic representation of tourism objects should be highlighted, especially putting an emphasis on and focusing on their “symbolic meaning”. That is to say, the landscapes of marine tourism sites need to represent and reflect the marine history and culture. More importantly, maintaining the authenticity of tourism objects is beneficial to the sustainable use of tourism resources. On the other hand, tourists’ emotional experience should be taken seriously into account, and cannot be overlooked. It is suggested that tourists’ interpersonal communication is of critical significance to improve their loyalty, and their willingness to revisit marine tourism destinations. Therefore, some maritime-specific activities should be designed and organized to enhance the interaction between tourists and local residents, thus creating a sustainable tourism experience for tourists.
Second, in light of the mediating role of perceived value in the relationship between authenticity and loyalty, it is also important to enhance tourists’ perceived value. Therefore, the managers and marketers of marine tourism sites should provide tourists with high-quality tourism services in terms of welcome, accommodation and transportation which are conducive to the sustainable operation of tourism destinations.
6.3. Limitations and Future Research
This study has some limitations and their acknowledgement could provide pathways for future research endeavors. First, our research instrument could be improved and extended to incorporate some additional variables and items. Second, the research method itself could be combined with qualitative research, and semi-structured interviews with key informants and stakeholders. Variables and items can also be identified through focus group interviews, in-depth interviews, or content analysis of websites, as recommended by previous empirical studies [
74,
75]. Second, the empirical investigation was conducted in a limited number of sites within one spatial zone. Therefore, findings cannot be generalized to all marine tourism destinations. Other marine tourism destinations in China and other countries also deserve attention because of the heterogeneity and diversity of landscape and other tourist resources and assets. Future research could test the utility and the value of the suggested research model in the context of other countries and regions in order to confirm or contradict findings. Third, future research endeavors could further explore the influence of different types and dimensions of authenticity. A meaningful approach could be to empirically examine the two dimensions of intrapersonal authenticity in other tourism contexts. Likewise, the proposed research model proposed could be improved by considering and analyzing different aspects of perceived value and loyalty, or by adding other variables such as tourists’ satisfaction and post-visit behavioral intention.