The effect of cultural identity on the perception of authenticity, loyalty to the destination and satisfaction of tourists in Rasht city

Articles in Press

Document Type : Research Article - Case Study

Authors

1 Ph.D. student of Urbanism, Faculty of Art and Architecture, Gilan University

2 Associate Professor of Urban Planning Department, Faculty of Art and Architecture, Guilan University

10.22124/gscaj.2025.27613.1305

Abstract

In many developing countries today, one of the most important parameters for developing the prevailing culture in society is strengthening the tourism industry. This trend can create extensive changes in the cultural and social fabric of society. Essentially, tourism was a cultural phenomenon before it became an economic one, generating numerous cultural impacts around it.
The aim of this study is to examine the impact of tourists' cultural identity on authenticity, tourist satisfaction, and traveler loyalty in the development of intangible cultural heritage. Given the nature of the research topic, the research method is correlational and within the framework of analytical methods. Data were collected through a questionnaire. The research sample was determined to be 384 using Cochran's formula. The validity of the questionnaire was confirmed with a Cronbach's alpha coefficient of 0.91. For data analysis, correlation and univariate regression methods, as well as model fit indices, were calculated, and the structural analytical model of the research variables was presented.
The results of this empirical study show that there is a positive and significant relationship between the criterion of cultural identity and the perception of authenticity. The perception of authenticity affects tourists' experiences and behaviors. The cultural identity variable explains 83% and 72% of the variance in the perception of constructive and existential authenticity, respectively. Therefore, when developing intangible cultural heritage tourism, the relationship between cultural identity and tourists' perception of authenticity should be well utilized, and full attention should be paid to enhancing tourist satisfaction and destination loyalty.

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Geographical Studies of Coastal Areas Journal

Articles in Press, Accepted Manuscript
Available Online from 22 August 2025

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