Beyond Satisfaction: Authenticity, Attachment, and Engagement in Shaping Revisit Intention of Palace Museum Visitors

Abstract

Cultural heritage sites play a crucial role in safeguarding identity, fostering cultural exchange, and generating sustainable tourism. Within this context, the Palace Museum in Beijing, which attracts 19 million annual visitors, offers a compelling case for examining the dynamics that shape revisit intention. This study explores the relationships among perceived authenticity, place attachment, destination satisfaction, visitor engagement, and revisit intention within the context of heritage tourism. Using Partial Least Squares–Structural Equation Modeling (PLS-SEM), data were collected from local visitors to the Palace Museum to analyze both the direct and mediating effects of these constructs. Findings indicate that perceived authenticity significantly enhances both destination satisfaction and visitor engagement, while place attachment makes a strong contribution to visitor engagement. Moreover, visitor engagement emerged as a more influential mediator than destination satisfaction in linking perceived authenticity to revisit intention, showing the importance of immersive and meaningful participation in shaping tourists’ behavioral intentions. These results suggest that while satisfaction remains a relevant concept, strategies that emphasize authenticity-driven experiences and fostering of deeper emotional and participatory bonds are more effective in sustaining revisits. This study advances the understanding of heritage tourism and provides practical insights for managing iconic heritage sites such as the Palace Museum.

1. Introduction

Heritage tourism plays a pivotal role in preserving cultural legacies while providing visitors with meaningful experiences that enhance their well-being [1]. Core to heritage tourism is the idea of authenticity, which has been conceptualized from multiple perspectives, including objective, constructive, and existential [2,3,4]. With authentic experiences, visitors are allowed to engage with tangible and intangible aspects of heritage, fostering a sense of connection to the site, its history, and the visitor’s inner self [5]. Simultaneously, place attachment, which is the emotional, cognitive, and functional bonds that visitors form with heritage sites, has been shown to enhance visitors’ overall destination satisfaction, engagement, and revisit intentions, yet its interaction with authenticity continued to remain underexplored [6,7,8], especially in the context of Chinese cultural heritage sites. While prior research largely supports positive relationships between perceived authenticity, place attachment, and satisfaction, some studies still show that cultural and contextual variation needs further investigation.

Despite the recognized importance of these constructs and variables, empirical studies that examine the combined effects on perceived authenticity, place attachment on revisit intention as mediated by destination satisfaction, and visitor engagement are scarce. Most prior research has analyzed perceived authenticity and place attachment separately, or place attachment being a mediating variable [9,10,11]. Furthermore, prior studies have separately linked authenticity to satisfaction [12] and place attachment to loyalty [13], while others focused on the general tourism setting rather than iconic heritage sites such as the Palace Museum, which attracts significant numbers of visitors. Furthermore, while destination satisfaction is a well-documented predictor for revisit intention, the mediating role of visitor engagement in the context of heritage experiences is still considered insufficiently understood [14,15]. Given the growing emphasis and need for sustainable heritage tourism, understanding how perceived authenticity and place attachment drive engagement and satisfaction, ultimately encouraging repeated visitation, is essential for developing strategies that preserve cultural integrity while enhancing the visitors’ understanding of the heritage and their well-being. Moreover, there is an ongoing debate regarding the influence of satisfaction and engagement in predicting revisit intention. While some studies suggest that satisfaction can primarily determine loyalty [16], others emphasize the role of engagement as a better behavioral driver [14]. Hence, by examining these two mediators simultaneously, this study could clarify which of the two is a better contributor to revisit intentions.

Given this, this study aims to investigate how perceived authenticity and place attachment influence revisit intention among visitors to the Palace Museum in China, with destination satisfaction and visitor engagement as mediating factors. Through the integration of these constructs into a single conceptual model, and by adopting a multidimensional view of visitor engagement, including enthusiasm, attention, absorption, interaction, and identification, this research can provide both theoretical and practical contributions to the field of sustainable heritage tourism. Theoretically, it advances the understanding of the psychological and behavioral intentions underlying authentic heritage tourism experiences, highlighting the interplay between authenticity, attachment, and engagement. Practically, the findings may offer insights into heritage site managers on how to foster meaningful, sustainable, and repeatable visitor experiences that support cultural preservation and enhance the understanding of the visitors of not only the Palace Museum but also the other heritage sites that they will be going to in the future.

The succeeding second part of the paper will show the literature review and how the model and hypotheses were developed. The third part will explain and justify the methodology adopted in this study, which includes the measurement development and data collection process. The fourth part will discuss the results of the model testing. Finally, the last part will include the discussion of the findings, theoretical and practical implications, and the limitations of the current research and its opportunities for future research.

2. Literature Review and Model Development

This section reviews the relevant literature on the study variables to establish clear conceptual foundations. It further examines the interrelationships of the variables to provide theoretical justification for the hypotheses porposed. Finally, a conceptual framework is presented to visually illustrate the hypothesized relationships and guide the empirical analysis of the study.

2.1. Perceived Authenticity

Authenticity has been a topic of interest in relation to tourism and has been a foundational concept in heritage tourism [2,3,17]. Authors such as Genc and Genc, Park, and other authors mentioned that authenticity refers to the extent to which tourists and visitors feel that their experiences, places, or cultural elements are considered “genuine”, “real”, or true based on their expectations of what is authentic in a destination and how it reflects the present state of existence [17,18]. This then includes the authenticity of tangible objects or sites, such as artifacts or historic buildings, creating objective authenticity, as several authors posit [3,19,20,21]. It also includes how the tourists and visitors construct the surrounding beliefs, expectations, or interpretations that constitute a perceived or constructive authenticity [3,19,21,22]. Further, authenticity can also be existential, as it is the feeling of being true to oneself, or having a personally meaningful or immersive experience while visiting a site [4,22,23,24,25]. Lastly, tourism authenticity can be experienced through genuine interactions with hosts or other visitors, which constitute interpersonal authenticity [24,25]. With these aspects of authenticity, this paper adopts the definition that that perceived authenticity is about how real, meaningful, or credible an experience feels to a visitor, and how it can be shaped by both the actual features of a destination, while the personal, social, or cultural meaning that the visitors create are attached to them.

2.2. Place Attachment

Place attachment, grounded in the Place Attachment Theory, refers to the emotional, cognitive, and functional bonds that individuals form with specific places [6]. Further, many authors also suggest that place attachment can be described as the extent to which a visitor identifies with a place and how they see it as a part of their self-concept or symbolic value [13,26,27]. Furthermore, Han et al. [28], Ram et al. [13], and Hoang et al. [27] also mentioned that place attachment is how well a place meets a visitor’s functional needs or provides unique experiences that are not easily found elsewhere. Place attachment then creates an emotional connection or the strong feelings that a visitor has towards a destination, which allows for social bonding, where relationships and social experiences are fostered within a place [13,27]. Thus, in this paper, place attachment can be defined as the visitor’s emotional, cognitive, and functional bond that is formed within a destination, making it feel special, meaningful, or part of their identity.

2.3. Destination Satisfaction

Destination satisfaction refers to the overall positive feeling or contentment a visitor can experience during or after their visit to a certain destination, derived from their assessment of various attributes, such as attractions, services, infrastructure, hospitality, and value [29,30,31]. In the context of heritage tourism, destination satisfaction is strongly shaped and influenced by several factors, such as authenticity and place attachment. Regarding perceived authenticity, prior studies, such as Wu et al. [32] and Cheng et al. [16], revealed that, whenever visitors perceive a heritage site as authentic—that is, the site feels genuine, true to its history, or real to its culture—destination satisfaction is recorded as being higher. Moreover, the research by Genc and Genc [17] and Lu [22] further highlights that not only the tangible and historical aspects, but also the personal and emotional dimensions of authenticity exert a particularly strong influence on satisfaction. Similarly, place attachment has been identified as a critical determinant of satisfaction. Visitors who develop a strong sense of belonging or personal connection to a site tend to report higher satisfaction levels, as evidenced by studies from Uslu et al. [7] and Al-Azab et al. [8]. These studies suggest that both the cognitive–emotional bonds formed through place attachment and the authenticity of the experiences are essential for creating a positive evaluation of heritage destinations. Based on the above discussion, the following hypotheses are proposed:

Hypothesis 1. 

Perceived authenticity has a positive effect on destination satisfaction.

Hypothesis 2. 

Place attachment has a positive effect on destination satisfaction.

2.4. Visitor Engagement

Visitor engagement is grounded in the co-creation theory, and it refers to the depth of a visitor’s active, emotional, and cognitive involvement with the site [33], encompassing participating in the activities, learning, and having a meaningful interaction with the heritage environment [34]. Importantly, several have also shown that visitor engagement extends beyond mere attendance to include curiosity, reflection, co-creation, and a sense of belonging or investment in the site [13,35]. Thus, when visitors perceive a site as something authentic, there is a higher possibility for visitors to be emotionally and intellectually engaged, allowing them to be motivated to explore, learn, and participate, which, in the end, makes the experience more memorable and meaningful [13,34,36]. Additionally, Loureiro [35] highlighted that visitors who feel emotionally or personally attached to a site are more likely to engage deeply, participate in activities, and seek repeated or prolonged experiences. This is further supported by the study of Ram et al. [13], who emphasized that place attachment fosters a proactive relationship with the site, leading to a higher level of involvement, co-creation, and advocacy. Following the study of Rasoolimanesh et al. [14], this study also adopted a multidimensional conceptualization of visitor engagement, which includes enthusiasm, attention, absorption, interaction, and identification, as these could enhance the engagement of visitors [37]. To further explain, enthusiasm reflects the visitor’s excitement and vigor toward the heritage site, generating positive energy that motivates participation in the site’s activities and events [38]. On the other hand, attention refers to the mental focus and concentration, which is either conscious or subconscious, that individuals direct toward the site and its experiences [39]. Furthermore, absorption refers to a state of full immersion in which visitors lose track of time and self-consciousness while deriving intrinsic joy from what they are experiencing [39]. Engagement also involves a social dimension through interaction, where visitors actively participate and engage in discussions, exchange ideas, and share experiences through onsite and digital platforms [40,41]. Finally, identification encapsulates the personal alignment of a visitor to their self-concept of values or identity, resulting in a sense of belonging that can motivate supportive behaviors, such as word-of-mouth, and even repeat visits [42,43]. These five dimensions offer a more detailed view of how visitors engage with cultural heritage destinations. Thus, to examine the influence of perceived authenticity and place attachment on visitor engagement, the following hypotheses were formulated:

Hypothesis 3. 

Perceived authenticity has a positive effect on visitor engagement.

Hypothesis 4. 

Place attachment has a positive effect on visitor engagement.

2.5. Revisit Intention

Revisit intention refers to the likelihood or willingness of a visitor to return to a cultural heritage site in the future, which can be influenced by satisfaction, engagement, and other psychological factors [44]. Prior research has consistently highlighted that destination satisfaction and visitor engagement are key determinants for revisit intention. In particular, studies have illustrated that the higher the satisfaction with a site, the stronger it directly increases the probability of repeat visit [45,46]. Riptiono et al. [47] as well as Alrawadieh et al. [15] further argue that the more satisfied the visitors are, the more likely they are to recommend the site to others. However, some studies, such as Damanik & Yusuf [48] and Widisaya & Tuti [49], mentioned that other factors, such as expectations, could have a greater influence on revisit intention. Complementing these perspectives, Rasoolimanesh et al. [14] and Alrawadieh et al. [15] emphasized in their studies that emotional, cognitive, and behavioral involvement with the site plays a crucial role in affecting the revisit intention of the visitors. Visitors who are more engaged are more likely to have memorable experiences, which, in turn, increases the satisfaction of the visitors [47]. Drawing from the body of evidence, this study posits that both destination satisfaction and visitor engagement positively affect revisit intention, forming the basis for the following hypotheses:

Hypothesis 5. 

Destination satisfaction has a positive effect on revisit intention.

Hypothesis 6. 

Visitor engagement has a positive effect on revisit intention.

2.6. The Mediating Role of Destination Satisfaction and Visitor Engagement

While destination satisfaction and visitor engagement have been shown to positively affect revisit intention in various studies, several scholars have further demonstrated that both constructs can serve as psychological pathways linking perceived authenticity and place attachment to revisit intention [10,14,15,32,50]. In particular, satisfaction with museum experiences and other cultural heritage sites that are often enhanced by perceptions of authenticity and engaging interactions indirectly increases the likelihood of repeat visits [8,14,15,32,50,51]. Similarly, visitor engagement has been found to indirectly strengthen the intention to revisit through the influence of perceived authenticity and place attachment [10,14,50,52]. Notably, most prior research has examined these mediating roles separately, leaving a gap in understanding their combined effects. To address this gap, the present study investigates whether the simultaneous consideration of destination satisfaction and visitor engagement offers a more comprehensive explanation of understanding revisit intention of visitors to the Chinese Palace Museum. Accordingly, the following hypotheses were created to test the assumptions created:

Hypothesis 7. 

Perceived authenticity has a positive effect on revisit intention as mediated by destination satisfaction.

Hypothesis 8. 

Perceived authenticity has a positive effect on revisit intention as mediated by visitor engagement.

Hypothesis 9. 

Place attachment has a positive effect on revisit intention as mediated by destination satisfaction.

Hypothesis 10. 

Place attachment has a positive effect on revisit intention as mediated by visitor engagement.

Given the review of the literature and the formulated hypotheses, Figure 1 presents the conceptual framework of this study.

3. Methodology

3.1. Measurement

The measurements of the latent variables used in this study were based on existing literature. The instrument adapted in this study utilized a 5-point Likert scale (1 = strongly disagree; 5 = strongly agree) and was divided into two parts: the demographic profile of the respondents and the measurement of the five latent study variables. The demographic questions include the respondents’ sex, age, travel companions, highest educational attainment, and their current profession. In terms of the latent variables of perceived authenticity, place attachment, destination satisfaction, visitor engagement, and revisit intention, several studies were adapted to create the final instrument. Given that the setting of the adapted studies was in the English language and that the respondents of this study were locals who visit the Palace Museum, the survey instrument was translated carefully into the Chinese language to ensure a consistent syntax and semantics for the survey questionnaire. In addition to this, opinions of other parties were consulted to ensure the consistency of the language both in English and in Chinese language.

In measuring perceived authenticity, the measures were adapted from the study of Genc and Genc [17]. The items include measures of the overall architecture of the Palace Museum’s reflection of the past, inspiring capabilities of the buildings, blending of the landscape, scenery, and historical ensemble that offer interesting places to see, providing insight into the history, genuineness and authenticity, feeling of history, and the enjoyment of the unique tradition and spiritual experiences. Further, to measure place attachment among visitors of the Palace Museum, questions were adapted from the study of Kim and Kim [53], which specifically measured how the destination feels special, has strong identification, has a lot of meaning, has strong attachment, and the importance of the destination as compared to other destinations. Items on destination satisfaction were also adapted from the same study in measuring how respondents feel happy about the Palace Museum, satisfaction with it, being pleased with visiting the destination, and having a better understanding of the local history and culture after visiting the destination. In terms of visitor engagement, items were adapted from the study of Rasoolimanesh [14], wherein observed variables, such as enthusiasm, attention, absorption, interaction, and identification, were utilized. To define the components of visitor engagement, enthusiasm measured how enthusiastic, passionate, and devoted the respondents are to the Palace Museum. Attention measured how respondents pay a lot of attention to anything about the destination, how anything related to the destination grabs the respondents’ attention, and how the respondents concentrate a lot whenever they visit the destination. In terms of absorption, items include how respondents forget everything whenever they visit the destination, how time flies during the visit, and how it is difficult to detach themselves when they visit the destination. Interaction includes the respondents’ enjoyment whenever they interact with other people in the destination, how they like to participate in community discussions regarding the destination, and how they enjoy exchanging ideas with other people in the Palace Museum community. In terms of identification, questions included how respondents feel insulted whenever someone criticizes the destination, how respondents identify personally with the Palace Museum, and how they feel complimented when someone praises the Palace Museum. Lastly, revisit intention was also adapted from the same author, and it included questions on how the respondents will revisit the Palace Museum in the future and, if given an opportunity, they would revisit the Palace Museum once again. The last question pertained to how high the likelihood of the respondent returning to these heritage sites for another heritage trip.

3.2. Data Collection

The Palace Museum in Beijing is considered one of China’s top cultural institutions. The musuem was founded in 1925 within the Ming-Qing imperial palace (now the Forbidden City) and it represents China’s most extensive repository of dynamic cultural heritage. In 1961, it was designated as a key protected site, and in 1987, it became one of UNESCO’s World Heritage sites [54]. As the years passed, it was recognized as a national 5A-level tourist attraction in 2007 and China’s first-class museum in 2008. The Chinese Palace Museum is considered the only surviving example of the historical evolution of China’s palatial city form, which spans approximately 1.06 million square meters with 230,000 square meters of preserved architectural structure. The Palace Museum also holds over 1.9 million artifacts across 25 categories, such as paintings, ceramics, religious items, etc., nearly 90% of which are classified as of the highest cultural significance [54]. Given the significant value of the Palace Museum, and how vast and wide the museum is, the constant need for evaluation and re-evaluation of perceived authenticity, and how it affects the facets of engagement, satisfaction, and, ultimately, revisit intention of the visitors, can be studied.

Before sending the survey questionnaire to a bigger audience, the instrument was pilot tested and collected 22 responses to check the internal consistency of the questions. After confirming the internal consistency, the instrument was then administered randomly through the users of Wenjuan, a leading online questionnaire and data collection platform in China that is widely used in various fields, including market research, academic studies, business management, and public affairs. Due to the fast turnover nature of the platform, the data collection lasted for seven days. With this, there were 578 responses that were used to test the structural model of the study.

Table 1. Demographic profile of the respondents.

Variable	Category	Frequency	Percentage (%)
Gender	Male	290	50.17
	Female	288	49.83
Age	Under 18 years old	111	19.20
	18~25	48	8.30
	26~30	163	28.20
	31~40	112	19.38
	41~50	97	16.78
	51~60	47	8.13
Marital Status	Married	419	72.49
	Single	159	27.51
Travel Companion	Alone	60	10.38
	Family	174	30.10
	Friend/s	205	35.47
	Spouse/Significant Other	139	24.05
Educational Attainment	Elementary School Graduate	47	8.13
	High School Graduate	160	27.68
	College Graduate	282	48.79
	Graduate Degree	89	15.40

shows the demographic profile of the respondents. Based on the results, many of the respondents were highly educated, married, male, age ranging from 26 to 30 years old, who were traveling with their friends. Furthermore, it is noteworthy to mention that the profile of the respondents tends to lean toward respondents who are educated. According to the Ministry of Education of the People’s Republic of China, as of 2024, there were around 40 million people who were falling in the range of college graduates and graduate degrees, and there are also an additional 40 million people who were high school graduates [55]. The educational attainment of respondents is indeed higher than the national average, which may affect the external validity of the findings, since individuals with higher education are generally more capable of comprehending the notion of authenticity and more confident in interacting with others about their perceptions. Nevertheless, it should be noted that highly educated groups constitute an important audience segment in cultural heritage consumption and tourism. Their engagement and cognitive awareness in museum and heritage site experiences are relatively strong, making their perspectives on authenticity and interaction both representative and valuable. Therefore, despite the limitations of the sample structure, the results of this study still provide meaningful insights into the understanding of cultural heritage experiences and visitor satisfaction.

4. Results

To test the hypothesis presented, Partial Least Squares–Structural Equation Modeling (PLS-SEM) was used. According to Hair [56], this statistical modeling technique is a versatile technique used widely in theory development, as it explains the variance in dependent variables within a given model. Compared to other statistical techniques, this method offers greater flexibility in handling smaller sample sizes without compromising model and structural validity, as it does not require strict distributional assumptions. Moreover, it is regarded as a highly robust method capable of handling complex relationships with different constructs and paths. Hence, this makes PLS-SEM suitable in identifying the direct and indirect relationships of the variables in this study.

4.1. Measurement Model Assessment

Table 2. Measurement model assessment results.

Constructs	Mean	SD	Loadings	Cronbach’s Alpha	CR	AVE
Perceived Authenticity
The overall architecture and exhibits reflect actual buildings of the past.	3.43	1.26	0.770	0.899	0.920	0.623
The overall settings as well as architecture and impression of the buildings inspired me.	3.83	1.40	0.838
I liked the way the sites blend with the attractive landscape/scenery/historical ensemble/town, which offers many other interesting places for sightseeing.	3.43	1.28	0.781
My visit(s) provided a thorough insight into cultural heritage sites’ historical eras.	3.79	1.42	0.816
I could feel the genuineness and authenticity through the experiences in the Palace Museum.	3.42	1.26	0.756
I felt the history, legends, and cultural characteristics (personalities) of the heritage sites.	3.77	1.39	0.805
I enjoyed the unique traditions and spiritual experiences.	3.43	1.27	0.757
Place Attachment
This destination is very special to me	3.75	1.40	0.838	0.849	0.893	0.625
I identify strongly with this destination.	3.44	1.27	0.749
This destination means a lot to me	3.75	1.37	0.802
I am very attached to this destination	3.44	1.27	0.753
Visiting this destination is more important to me than visiting other destinations.	3.68	1.40	0.807
Destination Satisfaction
I feel happy about the destination	3.43	1.25	0.796	0.815	0.878	0.643
I feel satisfied about the destination	3.67	1.36	0.806
I am pleased to have visited this destination.	3.42	1.26	0.818
I feel that I have a better understanding of local history and culture after visiting the destination.	3.66	1.37	0.788
VE_Enthusiasm
I am heavily into the Palace Museum.	3.43	1.28	0.815	0.738	0.851	0.656
I am passionate about the Palace Museum.	3.63	1.37	0.816
I am enthusiastic about the Palace Museum.	3.43	1.26	0.799
VE_Attention
I pay a lot of attention to anything about the Palace Museum.	3.61	1.33	0.820	0.749	0.857	0.666
Anything related to the Palace Museum grabs my attention.	3.42	1.27	0.818
I concentrate a lot in my visit at the Palace Museum.	3.60	1.33	0.810
VE_Absorption
When I am interacting with the Palace Museum, I forget everything else around me.	3.41	1.27	0.835	0.786	0.875	0.700
Time flies when I am interacting with the Palace Museum.	3.71	1.38	0.841
When interacting with the Palace Museum, it is difficult to detach myself.	3.42	1.27	0.834
VE_Interaction
I am someone who enjoys interacting with like-minded community in the Palace Museum.	3.71	1.33	0.842	0.771	0.868	0.686
I am someone who likes to actively participate in the Palace Museum community discussions.	3.42	1.27	0.811
In general, I thoroughly enjoy exchanging ideas with other people in the Palace Museum community.	3.64	1.37	0.832
VE_Identification
When someone criticizes the Palace Museum, it feels like a personal insult.	3.41	1.27	0.856	0.754	0.859	0.671
When I talk about the Palace Museum, I usually say ‘we’ rather than ‘they’ because the identity of the site suites me.	3.65	1.31	0.819
When someone praises the Palace Museum, it feels like a personal compliment.	3.43	1.27	0.782
Revisit Intention
I will revisit the Palace Museum in the future.	3.61	1.31	0.796	0.734	0.849	0.653
If given the opportunity, I will return to Palace Museum or similar ones in China.	3.41	1.27	0.824
The likelihood of my return to these heritage sites for another heritage travel/experience is high.	3.57	1.33	0.804

Note: SD = standard deviation; CR = composite reliability; AVE = average variance extracted; VE = visitor engagement.

presents the factor loadings, reliability, convergent validity, as well as the means and standard deviations of the constructs and variables of the study. Based on the results, the range of the factor loadings was from 0.749 to 0.856. These values are considered higher than the threshold of 0.708 as recommended by Hair et al. [56]. Further, reliability was also tested using Cronbach’s alpha, composite reliability, and average variance extracted (AVE). Results show that, for Cronbach’s alpha, the values ranged from 0.734 to 0.899, which are above the threshold of 0.700. On the other hand, composite reliability values range from 0.849 to 0.920, which are also above the threshold of 0.700. As for the average variance extracted, values ranged from 0.623 to 0.700, to which the results are above the 0.500 threshold [56,57,58].

The Fornell–Larcker criterion was also used to determine the measure of the discriminant validity of the model. The resulting values of the square root of the construct’s average variance extracted (AVE) should result in higher values than the correlations among the constructs in the model [56]. Based on

Table 3. Fornell–Larcker criterion.

	AUTH	ATT	DS	VE	RI
AUTH	0.789
ATT	0.774	0.790
DS	0.565	0.429	0.802
VE	0.209	0.781	0.682	0.899
RI	0.218	0.153	0.778	0.846	0.808

Note: AUTH = perceived authenticity; ATT = place attachment; DS = destination satisfaction; VE = visitor engagement; RI = revisit intention.

, all the square root values of the latent variables on the diagonal area were greater than the constructs on the lower area of the triangle, establishing discriminant validity.

4.2. Structural Model Assessment

Bootstrapping with 10,000 subsamples was conducted to assess the significance of path coefficients.

Table 4. Results of hypothesis testing.

Relationships	β	t-Value	p-Value	Result
Perceived Authenticity → Destination Satisfaction	0.508	10.544	0.000	Supported
Place Attachment → Destination Satisfaction	0.399	8.164	0.000	Supported
Perceived Authenticity → Visitor Engagement	0.605	16.644	0.000	Supported
Place Attachment → Visitor Engagement	0.353	9.608	0.000	Supported
Destination Satisfaction → Revisit Intention	0.188	3.336	0.000	Supported
Visitor Engagement → Revisit Intention	0.672	12.846	0.000	Supported

and Figure 2 show the standardized path coefficients (β), t-values, and p-values.

Further, the structural model shows that the hypothesized relationships were statistically significant and supported. Perceived authenticity demonstrated a significant positive effect on destination satisfaction (β = 0.508; t = 10.544; p < 0.001). On the other hand, place attachment also has a direct positive effect on destination satisfaction (β = 0.399; t = 8.164; p < 0.001). In terms of visitor engagement as a dependent variable, perceived authenticity and place attachment also have a significant positive effect (β = 0.605, t = 16.644, and p < 0.001, and β = 0.353, t = 9.608, and p < 0.001, respectively). Furthermore, destination satisfaction was found to positively affect revisit intention (β = 0.188; t = 3.336; p < 0.001), indicating a support on the hypothesis. Visitor engagement had the strongest direct effect on revisit intention (β = 0.672; t = 12.846; p < 0.001), underscoring the critical role of active involvement and participation in fostering visitors’ intentions to revisit.

4.3. Mediation Analysis

In addition to the direct effects, mediation tests were also used to determine the effects of perceived authenticity and place attachment on revisit intention as mediated by destination satisfaction and visitor engagement.

Table 5. Mediating effects results.

Relationships	β	SD	t-Value	p-Value	Result
AUTH → DS → RI	0.072	0.029	2.465	0.014	Supported
AUTH → VE → RI	0.434	0.039	11.139	0.000	Supported
ATT → DS → RI	0.058	0.025	2.247	0.025	Supported
ATT → VE → RI	0.262	0.033	7.834	0.000	Supported

Note: AUTH = perceived authenticity; ATT = place attachment; DS = destination satisfaction; VE = visitor engagement; RI = revisit intention.

presents the indirect effects of the variables.

Results demonstrate that destination satisfaction (DS) and visitor engagement (VE) were significant mediators between the relationships of perceived authenticity and place attachment towards revisit intention. Specifically, the indirect effect of perceived authenticity on revisit intention as mediated by destination satisfaction was significant and positive (β = 0.072; t = 2.465; p = 0.014), supporting H7. Further, there is a stronger mediation between perceived authenticity and revisit intention when passing through visitor engagement (β = 0.434; t = 11.139; p < 0.001), thus confirming H8. Destination satisfaction also exhibited a significant mediating effect between place attachment and revisit intention (β = 0.058; t = 2.247; p = 0.025), supporting H9; yet, an even stronger mediating effect was found through visitor engagement (β = 0.262; t = 7.834; p < 0.001), supporting H10.

5. Discussion

This study examined the possible effects of perceived authenticity and place attachment on revisit intention, as mediated by destination satisfaction and visitor engagement, in the context of heritage tourism at the Palace Museum. Results show that there is a strong empirical support for all of the hypothesized direct paths, indicating that perceived authenticity and place attachment are significant antecedents of destination satisfaction and visitor engagement. Particularly, perceived authenticity had a strong influence on visitor engagement (β = 0.605; p < 0.001), which suggests that authentic heritage experiences play a crucial role in fostering a deeper engagement and involvement in the site. These findings were in line with the studies of several authors that mentioned that authenticity, specifically that which is related to a personal or immersive authentic experience, does significantly affect destination satisfaction. Moreover, the positive effects of perceived authenticity on destination satisfaction have also been documented in research conducted at other cultural heritage sites and museums in China, as well as Alexandria, further reinforcing the robustness of these relationships [16,22,32,36,51,59].

In terms of destination satisfaction and visitor engagement, these two were also found to be significant predictors of revisit intention. Specifically, visitor engagement showed a better predictive effect (β = 0.672; p < 0.001) compared to destination satisfaction (β = 0.188; p < 0.001). These findings were consistent with the studies presented in the review of the literature, stating that destination satisfaction and visitor engagement both positively affect revisit intention, allowing them to have an increased revisit intention [14,15,30,45,46,47].

After establishing the direct effects of the variables, the mediation analysis further highlights the interplay and importance of visitor engagement and destination satisfaction as a mechanism to link the visitors’ authentic perception and attachment to their behavioral intentions. Results show that visitor engagement strongly mediated the relationship between both perceived authenticity (β = 0.434; p < 0.001) and place attachment (β = 0.262; p < 0.001) with revisit intention, showing its role in heritage tourism loyalty. While destination satisfaction has a smaller effect, it is still considered a significant mediator among the relationships, indicating that satisfaction contributes to the repeat visitation of visitors to the Palace Museum. These mediation results were also found to be consistent with the studies of several authors stating that these two variables were considered as an important mediator between perceived authenticity, place attachment, and revisit intention [10,14,15,32,50,60]. Overall, these findings suggest that, while authentic perceptions and emotionally resonant heritage experiences are critical to shape positive visitor perceptions, the depth of engagement of the visitors still significantly affects the visitors’ behavior and intent to return to the Palace Museum.

Further, these findings offer significant insights into further understanding sustainability within heritage tourism. Specifically, it can foster a stable patronage that can ensure a reliable stream of visitors and provide better fiscal health for heritage institutions, such as the Palace Museum, ensuring economic sustainability and sustainable heritage operations [61]. In addition, perceived authenticity and place attachment reinforce visitors’ emotional and cognitive ties to the heritage, safeguarding and revitalizing the collective memory, identity, and continuity that could lead to cultural sustainability and stewardship [62,63]. Lastly, in a social context, visitor engagement facilitates community cohesion and inclusion through shared cultural and interactive experiences. These engagements could increase psychological well-being and social connectedness in the museum context, promoting diversity, equity, and public participation, allowing for a social sustainability approach to heritage management [64,65].

5.1. Theoretical Significance and Practical Implications

Given all of the results, this study further contributes to the application and amalgamation of attachment theory, expectation theory, and authenticity theory, which previous studies have only partially or selectively validated. While prior studies primarily focused on two or three applications and combinations of the theories, the result of this study broadens the application and understanding by combining the mentioned theories. The results bridge the gap, offering a comprehensive framework in understanding how perceived authenticity and place attachment can affect revisit intention while mediated by destination satisfaction and visitor engagement.

Furthermore, the results and conclusions presented may present possible opportunities for betterment, not only for the Beijing Palace Museum, but other related cultural heritage sites as well. Based on the results of the factor loadings, several practical implications and suggestions can be created. First, the development of seasonal thematic displays or specialized guided tours that highlight the architecture of the Palace Museum, along with its historical narrative, could further enhance the perceived authenticity of the Palace Museum. To strengthen visitors’ sense of place attachment, the museum could introduce steward or ambassador programs in which repeat visitors are rewarded with special benefits, such as early access to new exhibitions and exclusive content. To further increase destination satisfaction, a real-time or immediate feedback system can be implemented to resolve issues immediately and adjust on-site services based on visitor suggestions. In addition to these, to further boost visitor engagement, usage of local social media platforms such as Weibo, Douyin, and Xiaohongshu, and international social media platforms such as Instagram, TikTok, and YouTube to create video series that feature curators and artisans discussing unique artifacts of the Palace Museum could increase engagement, not only locally but also internationally. In addition, the development of interactive digital guides for less-visited areas that highlight their unique characteristics could spark further interest in revisiting the Palace Museum. To further encourage visitor absorption and foster interaction, cultural heritage sites like the Palace Museum could offer cultural exchange nights where different historians, artists, and visitors could discuss heritage topics. In a formal setting, establishing a yearly academic conference that highlights different topics and issues on sustainable cultural heritage preservation could also be an effective way to create strong bonds and engagement with the Palace Museum.

5.2. Limitations and Future Research

Despite the valuable insights offered by this research, several limitations should be acknowledged, as this allows avenues for further investigation of the theories and variables related to this study. First, the survey respondents were exclusively local visitors. Including international visitors in the future collection of the data could provide a comprehensive and better understanding of the broader audience, especially since the Palace Museum attracts a significant number of foreign visitors annually. By doing this, the expansion of the sample would encompass a diverse demographic profile and would enhance the generalizability of the findings. Second, while the current sample size of 578 meets the minimum requirement for validating a structural model in a structural equation model, increasing the respondents would strengthen the robustness of the results, allowing for a more nuanced subgroup or subtype analysis. Third, the overrepresentation of the highly educated respondents in this study may have influenced their ability to interpret the notion of authenticity. Nevertheless, these visitors constitute a key audience segment in heritage tourism, as they exhibit a stronger engagement and cognitive awareness in heritage experiences. Their perspectives, while not fully representative of the entire population, remain valuable for understanding heritage consumption. Lastly, given the novelty of the variable combination examined in this study, applying the same conceptual framework to other heritage sites, not only in China but also in an international context, would help determine whether the observed relationships are also consistent with different cultural and historical backgrounds. With this, comparative studies could be created and can reveal important variations or confirm the consistency of the findings, which can further contribute to the development of a more universally applicable model.