ABSTRACT Biocultural heritage constitutes a socio‐ecological synthesis wherein the natural environment provides the biological foundation, while traditions, knowledge, and collective identity serve as the defining cultural pillars. Ecosystem vitality is inextricably linked to the preservation of heritage, functioning through continuous community practice. Addressing the conceptual ambiguity within this field, this study explores how authenticity, tradition, and ethnocentrism collectively shape the evolution of biocultural heritage stores. This research employs a dual‐stage mixed‐method approach, integrating Partial Least Squares Structural Equation Modeling (PLS‐SEM) with Artificial Neural Networks (ANN) to capture both linear and non‐linear complexities within the data. By conceptualizing authenticity as a second‐order construct, the study elucidates how marketing strategies can fortify biocultural heritage values, specifically heritage, legitimacy, nostalgia, originality, and social responsibility, to enrich the consumer experience. Furthermore, the study shows that authenticity, tradition, and ethnocentrism significantly influence repurchase intentions, mediated by the roles of store image, store quality, loyalty, and electronic word‐of‐mouth (eWOM). The findings offer a strategic framework for practitioners to enhance customer perceptions and improve biocultural heritage store management.
Bui et al. (Fri,) studied this question.
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