Effect of Commercialization on Tourists’ Perceived Authenticity and Satisfaction in the Cultural Heritage Tourism Context: Case Study of Langzhong Ancient City

Although some studies claim that tourism commercialization can promote the authentic experience and behaviour of tourists, there is a lack empirical support. The main purpose this study to identify whether positively impact tourists’ perceived authenticity tourist satisfaction in context cultural heritage tourism. We divide into objective authenticity, constructive existential postmodern propose relationship model commercialization, four authenticities, loyalty. A survey was conducted Langzhong Ancient City, representative millennium-old county China. total 618 valid domestic questionnaires were collected. partial least squares structural equation modelling (PLS-SEM) suitable for theory development used conceptual validation. results indicate affects objective, constructive, satisfaction; authenticities affect satisfaction, while only Theoretical practical implications are discussed.