How Perceived Cultural Authenticity Shapes Sustainable Heritage Tourism Behavior: The Serial Mediating Roles of Visitor Experience Quality and Sense of Place

While cultural authenticity is recognized as central to heritage tourism experiences, the mechanisms through which perceived authenticity influences sustainable tourism behavior remain underexplored. This study develops and empirically tests a serial mediation model examining how perceived cultural authenticity (PCA) affects intergenerational transmission willingness (ITW) and long-term participation intention (LPI) through visitor experience quality (VEQ) and sense of place (SOP). Using survey data from 400 visitors to revolutionary heritage sites in Hainan, China, we employed hierarchical regression and PROCESS Model 6 bootstrap analysis to test seven hypotheses. Results reveal that: (1) PCA significantly influences both VEQ and SOP; (2) VEQ and SOP significantly predict ITW and LPI; and (3) VEQ and SOP serially mediate the PCA–behavioral intention relationship. These findings advance understanding of how authenticity perceptions translate into sustainable heritage tourism outcomes through experiential and affective pathways. Practical implications for heritage site management, focusing on authenticity preservation and experience design, are discussed.