The Influence of Local Community's Perceptions of Cultural Authenticity and Place Attachment on Heritage Tourism Advocacy: An Empirical Investigation of Yazd's Historical Urban Texture

Vali Nemati ¹ ( Assistant Professor, University of Mohaghegh Ardabili, Faculty of Social Sciences, Department of Public Administration and Tourism, Ardabil, Iran )
Mohammad Alizadeh ² ( Assistant Professor, Vali-e-Asr University of Rafsanjan, Faculty of Iranian Studies, Department of Iranian Studies, Rafsanjan, Iran )
Zahra Baghi Abadi ³ ( Master's student in geography and tourism planning-destination management, Department of Geography, Faculty of Geography, Yazd University, Yazd, Iran )
Saeideh Esmaeili ⁴ ( Assistant Professor, Department of Tourism Service Management, Faculty of Tourism, University of Tehran, Tehran, Iran )

Submited date : 2024-11-28 Accepted date : 2025-05-12

Keywords: Local community perceptions, cultural authenticity, destination attachment, heritage tourism, Yazd historical district,

Abstract :

The local community that understands its cultural authenticity is more likely to preserve and promote it to tourists, which can attract visitors seeking unique cultural experiences. A community with a strong attachment to its tourism destination actively preserves and showcases its cultural and natural values, enhancing the destination's appeal. This study aims to clarify the role of local community perceptions of cultural authenticity, attachment to the destination, and support for heritage tourism in Yazd, Iran. The research is applied and descriptive-analytical, utilizing a questionnaire as the primary data collection tool. This questionnaire includes constructs such as objective authenticity (4 items), building authenticity (6 items), existential authenticity (3 items), destination attachment (4 items), willingness to support heritage tourism (3 items), and cultural sustainability (5 items). The target population consists of residents in Yazd's historical fabric, including individuals and businesses. A total of 390 questionnaires were completed through in-person and electronic methods. Data analysis was performed using Smart-PLS structural equation modeling software. Results showed that building authenticity and objective authenticity minimally impact destination attachment, leading to the rejection of these relationships. Additionally, the moderating variable of cultural sustainability did not significantly influence the willingness to support heritage tourism. However, other hypotheses were confirmed. Based on these findings, it is recommended that management models focus on cultural and social foundations as considered by tourism planners and policymakers.

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