The Effect of Cultural Identity on the Perception of Authenticity, Destination Loyalty, and Tourist Satisfaction in the City of Rasht

Document Type : Research Article - Case Study

Authors

1 PhD student in Urban Planning, University of Guilan, Rasht, Iran.

2 Associate Professor of Urban Planning, University of Guilan, Rasht, Iran.

10.22124/gscaj.2025.27613.1305

Abstract

Intangible cultural heritage, with its connection between the past, present, and future of communities, plays a crucial role in creating and strengthening the sense of identity of individuals in any society. In this regard, one of the ways to preserve and promote these legacies is to focus on the tourism industry. The city of Rasht, as a rich tourist destination in terms of culture and history, provides unique opportunities to examine the impact of cultural identity on the experiences of tourists. The present research examined the effect of the cultural identity of tourists on the authenticity, satisfaction, and loyalty of travelers in the development of intangible cultural heritage in the city of Rasht. Given the nature of the research topic, the research method was correlational type and within the framework of analytical methods. The data was collected through a questionnaire. The research sample included 384 people, calculated using the Cochran formula. The validity of the questionnaire was confirmed with a Cronbach's alpha coefficient (α= 0.91). To analyze the data, correlation and single-variable regression methods, as well as data-model fit indices, were calculated, and the analytical structural model of the research variables was presented. The results of this empirical research showed that there is a positive and significant relationship between the criterion of cultural identity and the perception of authenticity. The perception of authenticity affected the experience and behavior of tourists. The cultural identity variable explained 83% and 72% of the variance in the variables of constructive and existential authenticity perception, 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 loyalty to the destination.

Highlights

  • The present research has taken a multidimensional view of the factors affecting the satisfaction and loyalty of tourists from the perspective of the perception of authenticity and cultural identity of the city of Rasht.
  • By studying the indicators of perceived authenticity, it is concluded that these components have a significant impact on the promotion and strengthening of cultural identity, satisfaction, and loyalty to the tourist destination.

Keywords

Main Subjects

References

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Geographical Studies of Coastal Areas Journal
Volume 6, Issue 3 - Serial Number 22
September 2025
Pages 61-81

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