The Impacts of Ecotourists’ Perceived Authenticity and Perceived Values on Their Behaviors: Evidence from Huangshan World Natural and Cultural Heritage Site

Drawn to the unique natural and geographical advantages of ecotourism scenic areas, tourists can roam environment and, at same time, promote sustainable development area’s ecology. As a result, has gradually become popular type tourism. Tourists’ perceived authenticity, values, revisit intentions, environmentally responsible behaviors, which are important variables in understanding their cognition have received extensive attention from scholars. However, few studies combined tourists’ behaviors context ecotourism. Taking Huangshan World Natural Cultural Heritage Site Anhui, China, as case study, this study explored relationship between authenticity values ecotourists, respective relationships with intentions behaviors. A survey research method was employed, structural equation modeling technique used determine among variables. The results indicated that ecotourists had significant positive impact on values. significantly positively affected respectively, while played mediating role Theoretically, introduces concept into ecotourism, expands scope fills gaps regarding Practically, it will assist tourism managers developing strategic plan for protecting resources cultural customs spots, producing valuable interactive experience, enhancing collaborative decision-making process, lead destinations.