The effects of involvement, authenticity, and destination image on tourist satisfaction in the context of Chinese ancient village tourism

Abstract

Authenticity and destination image, as significant topics in tourism research, have received relatively less attention within the context of ancient village tourism. Given that ancient villages encompass multidimensional attributes including rural settlements, cultural heritage, and tourism resources, the relationship between influencing elements of tourism experience becomes inherently complex. Consequently, this article focuses on five ancient villages along the Yellow River in Hancheng City, China, employing methodologies such as in-depth interviews, field surveys, and participatory observation. Drawing upon affective appraisal theory, this study aims to investigate the interplay between authenticity, situational involvement, destination image, and tourist satisfaction. Its objective is to elucidate the pivotal role of these factors in enhancing tourist experiences and encouraging the long-term growth of village tourism. It was found that contextual involvement enhances the depth of visitor experience, authenticity maintains the cultural uniqueness of the village, and destination image reflects the overall perception of the village by visitors, and all three are positively related to visitor satisfaction. Furthermore, higher contextual involvement strengthens the mediation function of destination image between authenticity and tourist satisfaction. Theoretically, this study advances the enrichment of scholarship in affective evaluation theory and tourism experience, offering new perspectives on understanding the influencing factors of tourist satisfaction. In practical terms, as an emerging form of tourism, ancient village tourism has great market potential and economic value. This study helps to enhance the attractiveness and competitiveness of ancient village tourism by revealing the influencing factors of tourists' satisfaction. It also guides tourism development to give the preservation and inheritance of cultural heritage greater consideration, avoids excessive commercialization and homogenization, and ensures the continuation of the cultural characteristics and historical values of ancient villages.