The Analysis of Authenticity Rule in Tourist Loyalty of Postmodern Destinations with Emphasis on Cultural Motivation Factor (Case Study: Tehran City Theatre)

Document Type : Research Paper

Authors

1 Master of Tourism Planning and Development; Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran.

2 Associate professor, Faculty of Art & Architecture, University of Mazandaran, Babolsar, Iran.

Abstract

Context and Purpose: This study examines the impact of authenticity on tourist loyalty, focusing on postmodern destinations and their architectural and urban aspects. It contrasts objective and existential authenticity within a postmodern context and measures their effect on tourists' loyalty, using Tehran City Theater as the cultural backdrop.
Design/methodology/approach: The present research was carried out using a field-based approach, employing a research process questionnaire. The research method employed here is quantitative, driven by practical objectives, and characterized by a descriptive-analytical approach. Data analysis was conducted using PLS and SPSS software.
Findings: The research findings confirm the hypotheses within the conceptual model used, enabling us to measure the impact of these variables on tourists' loyalty to the postmodern destination under study. The results indicate that the most significant factor is associated with objective authenticity, while the least significant factor is tied to cultural motivation.
Conclusion: In summary, the exploration of authenticity, dissecting it into objective and existential components, has indeed proven to influence tourist loyalty to the specified postmodern destination. The existential authenticity within tourists has kindled as an intrinsic source of emotions, reinforcing its impact on their cultural motivation to revisit the destination.
Originality/value: Based on a review of domestic research, it is apparent that very few studies have explored the connection between authenticity and its influence on tourist loyalty. Consequently, this present research seeks to address this gap, with a particular focus on auxiliary variables, like cultural motivation, which play a role in affecting loyalty to postmodern destinations.

Keywords

Main Subjects

References

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Journal of Tourism Planning and Development
Volume 14, Issue 52
April 2025
Pages 7-31

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