A study on shaping tourists’ conservational intentions towards cultural heritage in the digital era: exploring the effects of authenticity, cultural experience, and place attachment

ABSTRACT

With the rapid development of digital tourism, more and more tourists are embracing this innovative mode of tourism. Digital tourism has attracted a large influx of tourists, which not only promotes the dissemination of local culture, but also promotes tourists’ intention to preserve culture. This study proposes a comprehensive framework authenticity, cultural experience, place attachment, satisfaction, and cultural protection intention, aiming to explore tourists’ cultural protection intention in digital tourism. To validate our framework, we use the Digital Intelligence Niushou as a case study and distributed a questionnaire to tourists, obtaining 408 valid responses. We analyzed the collected data using structural equation modeling (SEM). The results showed that place attachment and the four cultural experiences positively influenced both visitors’ satisfaction and cultural protection intention. Notably, “scientific knowledge” and “personal values” emerged as the biggest influences on cultural protection intention. Among the three types of authenticity, only objective authenticity and constructed authenticity positively influenced tourists’ satisfaction and cultural protection intention. This suggests that faithfully restored historical contexts play a key role in shaping tourists’ experiences and attitudes toward cultural protection in the field of digital tourism. This study provides a solid theoretical foundation for advancing digital tourism and enhancing tourists’ commitment to preserving cultural heritage. Our findings are important for digital tourism platforms to develop more effective optimization strategies, and can help managers to create more attractive, authentic and immersive tourism models to enhance tourist satisfaction and cultivate cultural protection intention.

KEYWORDS:

• Authenticity
• cultural experience
• place attachment
• satisfaction
• cultural protection intention

1. Introduction

Cultural heritage represents a valuable legacy bestowed upon humanity by history, possessing significant historical, artistic, and economic value (Masoud, Mortazavi, and Torabi Farsani 2019). The development of cultural heritage tourism serves as an effective means of promoting the high-quality development of cultural tourism integration and the dissemination of culture (Deacon 2004). However, traditional tourism methods are gradually becoming inadequate in meeting the diverse needs of tourists, revealing numerous issues such as tourist sites with high similarity and lacking outstanding features, incomplete preservation of sites leading to the inability to comprehend all information, remote locations of some cultural heritage sites with inconvenient transportation, and the unattractiveness of traditional touring methods (Caton and Santos 2007; Kerstetter, Confer, and Graefe 2001). Henceforth, many exceptional heritage tourism sites are unable to be widely disseminated, resulting in limited tourism development. With the rapid advancement of the digital economy, the cultural tourism industry has also accelerated the process of digital transformation, with digital tourism being regarded as an effective solution to the aforementioned problems (Joo et al. 2021). Digital tourism is reliant on technologies such as AR, AI, big data, cloud computing, and artificial intelligence to offer tourists a multi-dimensional space, presenting cultural heritage in a digital format, and enabling them to gain an immersive experience and learn about cultural heritage (Alizadehsalehi, Hadavi, and Huang 2020; Mura, Tavakoli, and Pahlevan Sharif 2017). The digital transformation of cultural tourism integration represents a crucial aspect of modern industrial development and a significant approach to promoting the sustainable development of heritage tourism (Chung, Han, and Joun 2015). Currently, numerous countries are actively promoting the development of digital tourism, and the digital cultural tourism industry has encountered significant opportunities for development (Chung et al. 2018b; M. Lee et al. 2020; Mura, Tavakoli, and Pahlevan Sharif 2017; Zhou, Chen, and Wu 2022).

With the popularization of digital tourism platforms, the tourist experience has garnered significant academic attention. For instance, Jiang studied the impact of interactive methods, such as dynamic video images and sound effects, on tourists’ satisfaction and intention to continue using digital museum tours (Chung, Han, and Joun 2015). Li explored the relationship between tourists’ learning experience and satisfaction in AR lantern tours and evaluated the role of digital technology in enhancing tourists’ learning experience (X. Z. Li et al. 2022). Sun et al. appraised the factors associated with tourists’ intention to use digital tourism platforms and analysed the moderating effect of pandemic anxiety on the relationship between tourists’ intention to use and actual usage behaviour (Sun and Guo 2022). However, previous scholars have mainly focused on tourists’ intention to use the platform consistently and their behaviors, while research on the impact of digital tourism on tourists’ cultural preservation intention and related dimensions is still limited and lacks systematic exploration. Cultural preservation intention refers to tourists’ willingness and behavior to participate in and support cultural heritage preservation, which is a key factor in heritage tourism and sustainable development (Buckley 2012). Exploring the causes and influencing factors of tourists’ cultural preservation intention in digital tourism is of great significance to the construction of tourism industry. Therefore, this study aims to explore how digital tourism affects tourists’ cultural preservation intentions.

In the literature on heritage tourism, scholars have identified authenticity, cultural experience, and place attachment as crucial factors that influence tourists’ engagement with heritage tourism (Jia-Ming 2010; D. Lee and Lee 2017; Richards 2002; Scannell and Gifford 2010; M. Thompson, Ellis, and Wildavsky 1990; Xu, Wan, and Fan 2014). Authenticity, in particular, is a fundamental concept in heritage tourism, with Xu emphasising it as the core of cultural heritage conservation in his study on the sustainable development of heritage tourism in Hongcun (Xu, Wan, and Fan 2014). Authenticity can provide visitors with genuine environments and immersive experiences that enable them to comprehend the real history and positively impact their cultural identity (M. Thompson, Ellis, and Wildavsky 1990). The cultural experience, on the other hand, refers to tourists’ perception and understanding of the historical, cultural, and human significance of the place during their journey (Richards 2002). Luo’s study demonstrates that the cultural atmosphere of heritage sites can help tourists perceive the cultural connotations and deepen their heritage tourism experience (Jia-Ming 2010). Zhang’s study indicates that tourists can acquire cultural experience from the heritage environment, which contributes to the development of their cultural identity and sense of responsibility. This, in turn, can stimulate their willingness to preserve culture. Place attachment, on the other hand, refers to the emotional connection that tourists establish with heritage tourism places (Scannell and Gifford 2010). Research has demonstrated that tourists’ place attachment to a tourist destination generates an emotional response and influences tourist behaviour (D. Lee and Lee 2017). Therefore, authenticity, cultural experience, and place attachment can be considered as prerequisites for exploring tourists’ future intentions and behavioural intentions.

Drawing from the preceding discourse, a framework of “Authenticity – Cultural Experience – Place Attachment – Satisfaction – Cultural Preservation Intention” is formulated in this study, and the interrelationships between the variables are quantified through structural equation modelling. The main research questions of this study are as follows:

1. What factors in digital tourism can improve tourists’ satisfaction?

2. What factors in digital tourism can improve tourists’ cultural preservation intentions?

3. What is the relationship between authenticity, cultural experience, place attachment, satisfaction, and cultural preservation intention in digital tourism?

The the findings of the study inform the development of more efficacious optimization strategies for digital tourism platforms, enabling managers to construct more captivating, authentic, and immersive tourism models that enhance the visitor experience, augment visitor satisfaction, and foster cultural preservation intentions. From a long-term perspective, assessing tourists’ cultural preservation intentions has a salutary impact on the sustainability of digital tourism platforms.

2. Theoretical background and hypotheses

2.1. Digital tourism

In recent years, digital tourism has emerged as a prominent focus, leveraging digital technology to effectively safeguard and advance the management of cultural heritage sites. This reliance on digital technology has spurred rapid development in the cultural tourism industry, facilitating enhanced visitor experiences through improved service efficiency and quality at heritage sites. Additionally, digital transformation offers tourists tailored, personalized, and diverse services. Digital tourism uniquely enables visitors to immerse themselves in authentic re-creations of historical scenes, enriching their enjoyment of heritage sites (Alizadehsalehi, Hadavi, and Huang 2020). Studies in the field have highlighted significant advancements; for instance, Mura’s research underscores the role of virtual reality (VR) as a pivotal tool in augmenting the cultural experience of tourists, offering them immersive environments to appreciate historical charm (Mura, Tavakoli, and Pahlevan Sharif 2017). Similarly, Chung et al. have demonstrated that augmented reality (AR) technology not only enhances experiential value for tourists but also underscores its importance in heritage tourism (Chung, Han, and Joun 2015). Further, Chung’s findings indicate that the application of technologies like AR and VR in digital tourism markedly improves tourists’ perceptions of destinations and predicts future behavioral intentions (Chung et al. 2018b).

The debate surrounding the role of authenticity in digital tourism is a vibrant topic in contemporary research (X. Z. Li et al. 2022; Sun and Guo 2022). Authenticity lies at the heart of heritage tourism, with its exploration being a primary objective. Zhou’s research illustrates that authenticity significantly influences tourists’ willingness to revisit, engendering place attachment through immersive experiences and affecting their intentions to return, both directly and indirectly. In examining authenticity’s impact on tourists’ behavioral patterns, it is often conceptualized as an environmental stimulus. Cognitive evaluation theory suggests that exposure to authentic scenes in digital spaces triggers cognitive and emotional assessments by tourists, leading to specific emotional responses and ultimately shaping their behavioral patterns (Zhou, Chen, and Wu 2022). Li’s study on a digital app for exploring lantern exhibitions demonstrates that augmented reality technology can faithfully recreate these exhibitions, offering an authentic and objective spatial representation consistent with the concept of objective authenticity (X. Z. Li et al. 2022). This study also investigates the relationship between online lantern tour experiences and tourist satisfaction. Sun et al.’s research on digital museum usage focuses on continuous engagement, utilizing the Forbidden City Museum’s real scenes and narratives to develop an online tourism platform that adheres to historical accuracy and objective operational principles. This platform creates a structurally authentic environment, examining factors like performance expectations and habits in influencing tourists continued usage (Sun and Guo 2022). Lee et al. investigated how virtual reality quality affects user behavior, using a sample of tourists in the United States. They developed realistic virtual environments on VR-based websites, enhancing the users’ sense of presence in remote locations and constructing scenes of existential authenticity. Their findings corroborate the significant impact of vividness, system quality, and content quality in digital systems on visitors’ behavioral intentions (M. Lee et al. 2020).

In summary, the concept of authenticity has garnered significant attention in the existing literature on digital tourism. The perception of authenticity is a critical determinant influencing tourist behavior. Consequently, this study is dedicated to examining the correlation between authenticity and tourists’ behavior in digital tourism contexts.

2.2. Authenticity

The concept of Authenticity is multifaceted, and its application to tourism and tourists’ perceptual experience is a topic of considerable interest and research (Belhassen, Caton, and Stewart 2008; Kontogeorgopoulos 2017). MacCannell introduced the concept of Authenticity, contending that by examining Authenticity from various dimensions, researchers can gain a better understanding of visitors’ perceived experiences and behaviours (MacCannell 1973, 1999, 2008). The pursuit of Authenticity is regarded as a trend in tourism and a fundamental motivator for tourists to engage in tourism activities (Kolar and Zabkar 2010a). Other scholars have interpreted MacCannell’s Authenticity theory objectively and extended it by applying it to diverse tourism scenarios, analyzing the relationship between Authenticity and tourism objects, subjects, and agents, and exploring the impact of Authenticity on tourists’ tourism behaviour and experience (Reisinger and Steiner 2006; Xu, Wan, and Fan 2014). Authenticity is now widely employed in fields such as heritage tourism and the study of tourists’ behavioural intentions (Belhassen, Caton, and Stewart 2008; Kolar and Zabkar 2010a; MacCannell 1973, 2008).

2.2.1. Types of authenticity

In effect, authenticity is a complex concept, and scholars frequently broaden and study it from diverse perspectives, including postmodernism, constructivism, semiotics, and others (Lin and Liu 2018; Park, Choi, and Lee 2019; J. K. Thompson et al. 2012). This has led to the classification of Authenticity into various types, such as Objective Authenticity (Boorstin 1964; Waitt 2000), Constructive Authenticity (Cohen 1988), and Existential Authenticity (Steiner and Reisinger 2006).

The concept of Objective Authenticity posits that modern life fails to provide sufficient Authenticity, and that the past and the lives of others were more authentic (Chhabra, Healy, and Sills 2003; Steiner and Reisinger 2006). As such, tourism is seen as a means of pursuing Authenticity [39]. Objective Authenticity pertains to whether the information and content presented by a place accurately and completely reflects the actual tourism resources and environment, and whether it is free of misleading or exaggerated claims (Boorstin 1964), 40]. It is an objective attribute of a tourism object (Cohen and Cohen 2012; N. Wang 1999). Structural Authenticity, on the other hand, concerns the logical and regular storyline and mode of operation of the tourism venue, and whether it fosters a sense of identification and involvement for the visitor (Cohen 1988). This view posits that the Authenticity sought by tourists is actually a socially constructed symbolic Authenticity, where reality is a social construct based on socially accepted norms and ideologies (Chronis and Hampton 2008). Finally, Existential Authenticity refers to the potential for virtual scenarios and experiences to inspire a sense of being and an Authenticity associated with the activity. Tourism is a unique form of activity that allows for an authentic experience and the discovery of one’s true self (Olsen 2002; Steiner and Reisinger 2006). This can effectively account for the satisfaction and experience of tourism associated with the activity (Brown 2013; Olsen 2002).

2.2.2. Authenticity in relation to visitor satisfaction and cultural preservation intentions

In the domain of cultural heritage tourism, discussions surrounding the visitor experience are often centered on the concept of Authenticity, which refers to the novelty and authenticity of the experience [50]. Authenticity is a crucial concept in heritage conservation (Steiner and Reisinger 2006). Numerous studies have demonstrated that objective, constructive, and Existential Authenticity in heritage tourism have a positive impact on tourist satisfaction and cultural conservation behavior (Xu, Wan, and Fan 2014), 51 (S. Han, Yoon, and Kwon 2021; Shen, Guo, and Wu 2014; Yi et al. 2018). Yan Weijie’s research on embroidered artifacts, folk temple fairs, and opera performances, which embody objective, constructive, and Existential Authenticity, revealed that authenticity can positively influence visitors’ cultural identity (Yan and Chiou 2021), which in turn may impact their intentions to preserve their culture [56,57]. In his study on heritage conservation in Hongcun village, Xu H emphasized authenticity as the core of cultural heritage conservation, and international conservation documents have also incorporated the concept of Authenticity into local cultural heritage conservation planning and management policies (Xu, Wan, and Fan 2014). Lee argued that Authenticity provides an immersive experience for tourists, enabling them to better integrate into the scene, and highlighted the importance of perceived Authenticity on tourists’ tourism behavior and satisfaction (C. K. Lee et al. 2020). SEE et al. conducted a study on the relationship between perceived Authenticity and heritage tourism intentions and satisfaction, which revealed that Authenticity is a positive predictor of tourism behavior (See and Goh 2019). As such, Authenticity has become an increasingly important factor in enhancing tourist satisfaction and influencing cultural conservation intentions in cultural heritage tourism (S. Han, Yoon, and Kwon 2021). With the advancement of technology, digital technologies such as VR and AR may prove to be effective means for cultural heritage marketers to provide visitors with authentic experiences (S. Han, Yoon, and Kwon 2021; Steiner and Reisinger 2006). Pallud and Monod contend that the development of tourism in cultural heritage is increasingly being integrated with digital technologies, giving rise to a new form of tourism, digital tourism (Pallud and Monod 2010). Authenticity in digital tourism is a crucial topic that directly impacts the tourist’s authenticity experience of the destination, encompassing physical, social, cultural, and emotional aspects (Trunfifio and Campana 2020; Tussyadiah, Jung, and Tom Dieck 2018). As a novel form of tourism, there have been few studies examining the relationship between Authenticity in digital tourism and tourist satisfaction and cultural preservation intentions. Mura et al. contend that Authenticity constructed by digital tourism platforms should be accompanied by multiple physical, sensory, and psychological experiences, which would directly impact tourist behavior and emotional values and have an effect on tourism satisfaction (Mura, Tavakoli, and Sharif 2017). Sun J’s research found that in digital tourism, the authentic environment created by digital museums directly influences tourists’ sense of identification and belonging to the cultural heritage content [64], which can be considered to elicit their willingness to support the conservation of heritage sites (Nasser 2003; Nian et al. 2019). Seokho Han et al. demonstrated that digital technology influences tourists’ tourism decisions and experiences, and that tourists can derive Authenticity of experience value from the environment, which has a positive impact on their willingness to conserve cultural heritage tourism sites (S. Han, Yoon, and Kwon 2021).

The preceding discussion underscores the pivotal role of authenticity in digital tourism. Prior research categorizes authenticity into three dimensions: objective, structural, and existential. These dimensions collectively ensure that digital representations accurately and realistically depict local tourism resources. Additionally, they align constructed narratives with historical developments, thereby facilitating authentic experiences for tourists. Further, previous studies have confirmed the influence of authenticity in heritage tourism on tourists’ inclination to preserve culture and their overall satisfaction with the tourism experience. Based on these insights, we propose the following hypotheses.

H1:

Authenticity has a positive effect on visitor satisfaction.

H1a:

Objective Authenticity has a positive effect on visitor satisfaction.

H1b:

Constructive Authenticity has a positive effect on visitor satisfaction.

H1c:

Existential Authenticity has a positive effect on visitor satisfaction.

H2:

Authenticity has a positive effect on visitors’ cultural conservation intentions.

H2a:

Objective Authenticity has a positive effect on visitors’ cultural conservation intentions.

H2b:

Constructive Authenticity has a positive effect on visitors’ cultural conservation intentions

H2c:

Existential Authenticity has a positive effect on visitors’ cultural conservation intentions

2.3. Cultural experience

The process by which tourists visit historical and cultural heritage sites to gain knowledge and understanding of the cultural connotations, values, and lifestyles represented by such heritage through first-hand experience of the site, interactive communication, and emotional empathy is referred to as cultural experience (Richards 2002, 2018). In the context of heritage tourism, cultural experience not only enhances the cultural literacy and aesthetic ability of tourists but also promotes exchange and respect between different cultures, thereby contributing to the preservation and transmission of cultural heritage and the achievement of sustainable development (Cui, Liao, and Xu 2017). According to Reisinger, cultural tourism can help tourists seek multidimensional cultural experiences that are aesthetic, intellectual, emotional, or psychological in nature [70]. Reisinger further defines cultural experience as a process of learning, exploring, and perceiving culture for tourists [70]. As an important component of heritage tourism, cultural experiences can stimulate tourists’ motivation and behavioral intentions and enrich their tourism experience (S. Han, Yoon, and Kwon 2021; Wei et al. 2020).

2.3.1. Types of cultural experiences

Previous studies have expanded the concept of cultural experience into four important dimensions (Personal Valuing, High Culture, Scientific Knowledge, and Conservation Education), and have explored the relevant components of cultural experience in greater detail (Wei et al. 2020). (1) Personal Valuing is considered to be a crucial feature of heritage tourism (Yu 2012). The extent to which a tourist place is associated with Personal Valuing usually depends on the relationship between the place and certain historical events, legends, and famous people [73 (J. Zhang et al. 2008). Through heritage tourism, tourists can experience the Personal Valuing of different localities, customs, history, and culture [73 (J. Zhang et al. 2008). (2) High Culture can enhance the depth of cultural tourism and enrich the cultural experience of heritage tourism for tourists (McKercher 2002). High Culture refers to cultural forms with high artistic level and aesthetic value, such as architecture, painting, sculpture, music, dance, drama, poetry, and so on. High Culture reflects the history of human social development and civilizational achievements, and is the crystallization of human wisdom and creativity. Research by CUI shows that High Culture, such as poetry, calligraphy, and cliff carvings possessed by heritage tourism sites, can provide tourists with a profound touring experience [73]. According to research conducted by YU, elements such as poetry are important factors in enriching tourists’ cultural experience (Yu 2012). (3) Scientific Knowledge refers to the knowledge of natural or social sciences related to heritage, which can help tourists gain a deeper understanding and evaluation of the characteristics, formation process, conservation measures, and significance of heritage (Cater 2006). Previous studies have shown that tourists are interested in learning Scientific Knowledge during heritage tourism, and that this behavior increases tourist satisfaction and cultural identity. (4) Conservation Education in heritage tourism can enhance tourists’ cultural identity and respect. Through Conservation Education, tourists can comprehend the value and significance of the tourist destination and actively participate in the conservation and preservation of heritage resources (S. Y. Han 2006). Martini et al. have demonstrated that Conservation Education and conservation awareness in tourist destinations can be acquired through the perception of the environment (Martini, Buffffa, and Notaro 2017). Understanding the importance of preserving cultural heritage is also an integral cultural experience for tourists travelling.

2.3.2. The relationship between cultural experiences and visitor satisfaction and cultural preservation intention

Previous studies have shifted the discussion of cultural experience from conceptual elaboration to empirical research. In a study by Luo Jia-ming, it was pointed out that the cultural ambience of heritage sites allows tourists to experience cultural connotations up close and personal, and that special cultural experiences help to increase tourists’ tourism satisfaction (Jia-Ming 2010). Wang Jing’s study suggested that cultural connotations and cultural experiences are important influences in heritage tourism, and can enhance tourists’ perceptions of heritage culture, deepen their heritage tourism experiences, and influence tourist satisfaction. Wei C et al. showed that in heritage tourism, Person Valuing, Conservation Education, High Culture, and Scientific Knowledge related to cultural experiences have a significant impact on tourist satisfaction (Wei et al. 2020). Current research has provided compelling evidence regarding the positive influence of cultural experiences on visitor satisfaction.

Notwithstanding that there is no direct research that demonstrates the relationship between cultural experiences and tourists’ intentions to conserve, Zhang, in his study of cultural heritage conservation in Mexico, suggests on a cognitive level that tourists can gain special cultural experiences from the heritage environment, which can help to develop their cultural identity and sense of responsibility. In contrast, previous studies have pointed out that the cultural identity and sense of responsibility that tourists acquire towards heritage tourism sites can be considered to inspire their willingness to preserve culture (Nasser 2003; Nian et al. 2019). Li & Ma have shown that Conservation Education, which is experienced by the public through cultural experiences, can awaken people’s cultural participation and identity, which can contribute to the preservation of cultural heritage. Cui’s study of the “continuity” of cultural heritage suggests that the continued vitality of cultural heritage (e.g. cultural artefacts, monuments, ancient buildings, and other historical physical evidence) can inspire cultural preservation intentions (Cui, Liao, and Xu 2017). Previous studies have suggested that the above-mentioned historical physical evidence is a form of High Culture and can also be considered as a cultural experience (Cui, Liao, and Xu 2017; Yu 2012). Therefore, the cultural experiences that tourists encounter during heritage tourism may have a positive impact on tourists’ cultural conservation intentions.

Previous research has thoroughly examined the significance of cultural experiences in heritage tourism, with subsequent studies indicating that a destination’s cultural offerings substantially influence tourist satisfaction (Jia-Ming 2010; Wei et al. 2020). Nevertheless, the nexus between cultural experiences and tourists’ commitment to cultural preservation remains underexplored and warrants further investigation. Drawing on existing literature, this study broadens the scope of cultural experience into four dimensions. It delves into the facets of tourists’ cultural experiences in heritage tourism from a more comprehensive perspective and empirically investigates the connection between cultural experiences, tourist satisfaction, and their dedication to cultural conservation. The specific hypotheses are presented as follows.

H3:

Cultural experience has a positive impact on visitor satisfaction.

H3a:

Conservation Education has a positive effect on visitor satisfaction.

H3b:

High Culture has a positive effect on visitor satisfaction.

H3c:

Scientific Knowledge has a positive effect on visitor satisfaction.

H3d:

Person Valuing has a positive effect on visitor satisfaction.

H4:

Cultural experience has a positive effect on cultural conservation intentions.

H4a:

Conservation Education has a positive effect on cultural conservation intentions.

H4b:

High Culture has a positive effect on cultural conservation intentions.

H4c:

Scientific Knowledge has a positive effect on cultural conservation intentions.

H4d:

Person Valuing has a positive effect on cultural preservation intentions.

2.4. Place attachment, satisfaction, cultural preservation intentions

2.4.1. Place attachment

In tourism, place attachment refers to the emotional connection that tourists develop with a tourist destination, which is related to factors such as the tourist’s personal experience, motivation for travel, cultural experience, and interests (Scannell and Gifford 2010). Place attachment is a multidisciplinary concept that involves various aspects of psychology, sociology, and geography, and is often used to study tourists’ tourism behavior, including satisfaction, loyalty, and willingness to revisit the place (D. Lee and Lee 2017; Yuksel, Yuksel, and Bilim 2010; Y. Zhang, Park, and Song 2021). Many scholars have studied place attachment as an important variable, and research has shown that place attachment can increase tourists’ satisfaction and loyalty, enhance their identification with the destination, and promote its sustainable development (Scannell and Gifford 2010; Sop and Kervankıran 2023; Y. Zhang, Park, and Song 2021). Place attachment has emerged as a pivotal indicator for assessing the attractiveness and competitiveness of tourist destinations (Beery and Jönsson 2017).

2.4.2. Satisfaction

In tourism, satisfaction is defined as tourists’ evaluation of the venue’s environment, services, facilities, and other factors during the tourism process, and is a comprehensive feeling of tourists towards the tourism experience (Tang et al. 2022); whereas tourist satisfaction is related to the attractiveness of the tourist place, including the natural environment, human content, site facilities, and regional characteristics (Bosque and Martin 2008; Hou, Lin, and Morais 2005). Studies have shown that the more attractive a tourist place is to tourists, the higher their satisfaction (Hou, Lin, and Morais 2005). At the same time, tourism is also a consumption behavior and an experiential activity, and tourists will feel satisfied or dissatisfied with the service, quality, price, and other factors of the tourist place during the tourism process (Kolar and Zabkar 2010b). Satisfaction, as an important factor, has been extensively studied (Sop and Kervankıran 2023; Tang et al. 2022; Y. Zhang, Park, and Song 2021). Barsky & Labagh’s study pointed out that the assessment of user satisfaction constitutes one of the critical factors in achieving business success, as the user’s feelings towards a product or service can be evaluated intuitively through satisfaction testing (Barsky and Labagh 1992). Thereby, enhancing visitor satisfaction is incrementally becoming the kernel issue of tourism development and an effective way to promote sustainable tourism development (Y. Zhang, Park, and Song 2021).

2.4.3. Cultural preservation intention

The conservation and sustainable development of cultural heritage represents a significant global issue (Tian et al. 2020a). The intention of cultural conservation pertains to the degree to which heritage tourism sites are conserved by tourists (C. K. Lee et al. 2012). The cultural conservation intention of tourists encompasses not only the preservation of heritage tourism sites, but also the transmission and innovation of cultural heritage [93]. Currently, heritage tourism faces significant challenges, and the question of how to balance tourism development with heritage site conservation remains open (S. Han, Yoon, and Kwon 2021). Prior research has demonstrated that cultural heritage tourism enables tourists to gain a better understanding and experience of culture, which not only attracts tourists and disseminates local cultural characteristics, but also stimulates tourists’ awareness of cultural conservation and promotes the sustainable development of tourist sites [94].

2.4.4. Relationship between place attachment, satisfaction, and cultural preservation intention

The significance of place attachment and visitor satisfaction in heritage tourism has been extensively studied as a crucial indicator. Previous research has highlighted the importance of place attachment in determining visitor satisfaction. Kyu explored the correlation between place attachment and satisfaction in the context of older individuals residing in the city of Incheon, Korea. The study explored renewal strategies for age-friendly environments and revealed that place attachment had a substantial impact on the perceived satisfaction of older individuals (S. K. Lee 2017). Similarly, Sop and Serhat Adem examined the emerging tourist street and demonstrated that place attachment and place emotion directly influenced tourists’ satisfaction (Sop and Kervankıran 2023). The satisfaction experienced by tourists motivated them to develop supportive behaviours (Y. Zhang, Park, and Song 2021).

Previous research in the field of heritage tourism has revealed that tourists’ satisfaction with the destination has a significant impact on their cultural conservation intentions. Chuang et al. conducted a study on heritage tourism in Korea and found that tourists’ perceived satisfaction during AR tours can influence their tourism behaviour and conservation intentions at the destination (Chung et al. 2018a). Similarly, Buonincontri’s research demonstrated that the value experience gained through tourism can have a mapping effect on tourists’ emotions, such as the emergence of positive attitudes or satisfaction with the destination (Buonincontri, Marasco, and Ramkissoon 2017), 98]. This, in turn, can elicit tourists’ willingness to support heritage conservation [99]. Han S explored the impact of AR satisfaction on tourists’ supportive behaviours in his study of AR heritage tourism. The results indicated that tourists’ satisfaction significantly influenced their cultural conservation intentions, leading the researcher to conclude that these findings could create a competitive advantage for the destination and aid in achieving sustainability (S. Han, Yoon, and Kwon 2021).

The relationship between visitors’ place attachment and conservation intentions has been established by previous research. Beery’s study demonstrated that place attachment is a significant motivator for individuals’ willingness to conserve (Beery and Jönsson 2017). Lee D conducted a study using the Harz National Park in Germany as an example to assess visitors’ place attachment to the national park and their intentions to conserve it. The results indicated that higher levels of place attachment lead to stronger emotional responses to the environment, which in turn affects visitors’ conservation intentions (D. Lee and Lee 2017). Man Cheng’s study in Macau also supported this view, revealing that individuals with strong place attachment were more likely to support cultural heritage conservation and sustainability (Man Cheng, So, and Nang Fong 2022). Similarly, Scannell’s research in Australia found that individuals with strong place attachment were more likely to support the conservation of the tourism environment and culture due to their appreciation of sustainable development [101].

The foregoing discussion reveals that scholars have investigated the interplay among place attachment, satisfaction, and tourists’ intentions to preserve culture from various angles. However, this exploration has predominantly focused on traditional tourism models, with the correlation of these variables within digital heritage tourism remaining relatively unexplored. To address this gap and validate the relationship between place attachment, satisfaction, and cultural preservation intentions in digital tourism, this study posits the following hypotheses.

H5:

Place attachment has a positive effect on visitor satisfaction.

H6:

Satisfaction has a positive effect on visitors’ cultural preservation intention.

H7:

Place attachment has a positive effect on tourists’ intentions to conserve culture.

Drawing on the aforementioned literature and conceptual assumptions, the research model for this study is presented in Figure 1.

Figure 1. Research model framework.

3. Research methodology

3.1. Introduction to research methods

This study employed Structural Equation Modeling (SEM) as its methodological approach to construct and validate the theoretical framework. SEM, a widely used statistical technique, is adept at analyzing intricate causal relationships among variables by integrating factor loading analysis with multivariate regression analysis. This approach is particularly effective for assessing multiple variable interactions, making it ideal for theory construction and validation. To guarantee the scientific rigor of our research, we followed a meticulous process for data computation and analysis as suggested by Anderson et al (Hair et al. 1998). Initially, the research team undertook preliminary data processing, which encompassed data integration and statistical analysis. This was followed by an exploratory factor analysis (EFA) to uncover the underlying structure and factor relationships within the data and ascertain the factor loading coefficients. Subsequent to the EFA, a confirmatory factor analysis (CFA) was conducted using AMOS software. This step was crucial in evaluating the measurement model’s reliability and validity, as well as assessing the model’s overall fit, by examining item loadings, reliability, and average extracted variance. Path analyses were then performed to validate the hypothesized relationships within the research model, exploring the causal linkages between variables and their quantitative impacts. Throughout this analytical process, emphasis was placed on the statistical significance of the model and fit indices, including CFI, TLI, and RMSEA. This focus ensured the statistical robustness of the model, its practical applicability, and provided robust statistical support for the construction and validation of theories.

3.2. Background of the study

Niushou Mountain, located in Nanjing, is renowned as one of the four most famous scenic spots in the area and is a national cultural heritage site. The mountain boasts breathtaking natural scenery and a rich cultural heritage, including its significance as the site of Yue Fei’s resistance against the Jin Dynasty and the former residence of Zheng He. Additionally, Niushou Mountain is home to numerous historical monuments, such as cliff carvings, Hongjue Temple Pagoda, and Zheng He Cultural Park. In February 2023, Niushou Mountain launched the “Digital Intelligence Niushou” tourism platform on the WeChat platform, utilizing cutting-edge technologies such as cloud rendering, AR, AI, graph computing, cloud computing, and NLP. This platform aims to digitize and technologize Niushou Mountain’s heritage tourism, providing visitors with an immersive experience through panoramic roaming, animation effects, and 3D rendering. The “Digital Intelligence Niushou” platform offers various modules, including knowledge mapping, humanistic explanation, digital touring, trendy play experience, and metaspace, allowing visitors to experience the digital charm of cultural heritage (Figure 2). Simultaneously, the “Digital Intelligence Niushou” platform also highlights the heritage culture of Niushou Mountain, including the Intangible Cultural Heritage Silk Carpet Painting. This feature documents and showcases the historical prosperity of Niushou Mountain, recreating it in three dimensions in the digital world. Visitors can experience the humanism and connotation of the site in an immersive way. As a result, the “Digital Intelligence Niushou” tourism platform has become a crucial tool for communicating Jinling culture and offering visitors a unique and diverse digital experience while traveling.

Figure 2. The interface of the “digital intelligence Niushou” travel platform.

As a renowned digital tourism platform in China, Digital Intelligence Niushou leverages digital technology to restore historical authenticity and offer visitors a rich cultural experience. This study thus employs Digital Intelligence Niushou as a case study to understand the relationship between authenticity, cultural experience, place attachment, and tourists’ cultural preservation intentions.

3.3. Questionnaire design

All items measured in this study were derived from the literature on heritage tourism, authenticity, cultural experiences, and place attachment. The construct of authenticity comprised 12 items, which were further divided into four Objective Authenticity, four Existential Authenticity, and four Constructive Authenticity. These items were adapted from previous studies conducted by Tian D, Zhang T, and Lu L (Lu, Chi, and Liu 2015; Tian et al. 2020b; T. Zhang, Yin, and Peng 2021). The cultural experience construct consisted of 16 items, which were categorized into four Conservation Education, four High Culture, four Scientific Knowledge, and four Person Valuing. These items were generated based on the research of Wei C (Wei et al. 2020). Place attachment was assessed using four items, which were drawn from the studies of Lee D and Beery T (Beery and Jönsson 2017; D. Lee and Lee 2017). Satisfaction was measured using five items, which were based on the study by Tang H and Barsky (Barsky and Labagh 1992; Tang et al. 2022). The cultural preservation intention construct was composed of four items, which were derived from Han S’s study (S. Han, Yoon, and Kwon 2021). A 7-point Likert scale was employed to describe perceptions of the items measured, ranging from 1 (strongly disagree) to 7 (strongly agree), with respondents selecting the appropriate value based on their feelings about digital tourism. The questionnaire also included five demographic questions (age, gender, education, occupation, income).

Following the development of the initial questionnaire, a pilot survey was administered to students who had utilized “The Digital Intelligence Niushou” to assess the validity of the questionnaire and the accuracy of the items. A total of 72 questionnaires were collected, and based on the feedback received, adjustments were made to the presentation of the items Objective Authenticity, Constructive Authenticity, Conservation Education, and High Culture. The final questionnaire content and measurement items for this study are presented in Table 4.

3.4. Sampling and data collection

The official survey for this study was conducted between April 2023 and May 2023 at tourist-heavy sites in Nanjing, including Fuzi Temple, Deji Art Museum, Xinjiekou, and Niushou Mountain. To ensure the validity of the data collected, the researchers first confirmed that visitors had previously used “The Digital Intelligence Niushou”. Subsequently, the objectives of the study were explained to the target group, and the measurement items were clarified to ensure that visitors understood the meaning of each item. Finally, visitors were invited to participate in the survey, and all questionnaires were completed in the presence of the researcher. A total of 445 questionnaires were collected for this study, and 37 invalid questionnaires were excluded, resulting in 408 valid questionnaires, representing a validity rate of 91.68%. This met the sample collection requirements proposed by WU (Wu 2010).

4. Data analysis and results

4.1. Descriptive statistics

Table 1 presents the demographic characteristics of the sample, and the results of the analysis indicate that the majority of respondents were concentrated in the age groups of 18–25 (40.19%) and 16–34 (27.46%). The gender distribution was slightly skewed towards female respondents (52.94%) compared to male respondents (47.06%). In terms of educational attainment, 37.51% of respondents held a bachelor’s degree, while 14.46% held a postgraduate degree. The largest occupational group among respondents was students (35.53%), followed by white-collar workers (17.65%) and freelancers (16.67%). The distribution of visitors’ income revealed that the highest number of people fell within the 5,000–10,000 range (37.25%), followed by those earning below 2,500 (29.90%), most of whom were students.

Table 1. Descriptive statistics of respondents’ characteristics.

Demographic variable	Categories	Frequency	Percentage (%)
Age	Under 18 age	45	11.03
	18–25 age	164	40.19
	26–34 age	112	27.46
	35–50 age	58	14.21
	Over 50 age	29	7.11
Gender	Male	192	47.06
	Female	216	52.94
Educational level	high school	76	18.62
	Vocational degree	120	29.41
	Bachelor degree	153	37.51
	Graduate degree	59	14.46
Occupation	Student	145	35.53
	White collar	72	17.65
	Freelancer	68	16.67
	Housewife	23	5.64
	Government staff	35	8.58
	Retiree	16	3.92
	Professional staff	38	9.31
	Others	11	2.70
Income	Under 2500	122	29.90
	2500–4999	89	21.81
	5000–10000	152	37.25
	over 10,000	45	11.03

4.2. The measurement model assessment

In this paper, the collected data were analyzed for reliability and validity using SPSS 26.0 software. As shown in Table 2, the KMO test yielded a coefficient of 0.923 (the suggested range: 0 to 1). The closer the coefficient is to 1, the better the validity of the questionnaire. Additionally, the significance of Bartlett’s spherical test was found to be infinitely close to 0, indicating that the questionnaire has good reliability.

Table 2. KMO and Bartlett’s inspection.

KMO		12605.128
Bartlett’s sphericity	spherical test	12605.128
	df-value	861
	p-value	0

To test the measurement model, this study employed Anderson’s proposed confirmatory factor analysis (CFA) validation procedure (Hair et al. 1998). The CFA results, as presented in Table 3, indicate that the overall fit of the model is good, with all values reaching the desired level. Specifically, the chi-squared/df ratio was 1.846 (within the suggested range of 1.0 to 3.0), the RMSEA was 0.046 (below the recommended threshold of 0.10), and the NFI, IFI, and CFI values were 0.886, 0.944, and 0.944, respectively (all exceeding the recommended value of 0.85). These results suggest that all values are within acceptable limits, indicating that the model is a good fit.

Table 3. The values of fit indices.

Fit indices	Chi-square/df	RMSEA	NFI	IFI	CFI
Actual	1.846	0.046	0.886	0.944	0.944
Recommended	＜3	＜0.06	＞0.85	＞0.85	＞0.85

To assess the dependability and validity of the data, this study measured Cronbach’s alpha, Composite Reliability (CR), and Average Variance Extracted (AVE). Table 4 displays the results. The Cronbach’s alpha for all variables ranged from 0.838–0.943, satisfying the criterion of greater than 0.70 as proposed by Nunnally & Bernstein in 1994 (Eisinga, Te Grotenhuis, and Pelzer 2013). The CR was deemed acceptable at greater than or equal to 0.7, signifying good agreement between variables (Muilenburg and Berge 2005). The CR values for all variables in this study were between 0.838–0.944, meeting the aforementioned requirements (Ahmad, Zulkurnain, and Khairushalimi 2016). AVE values are expected to be greater than 0.5 (Fornell and Larcker 1981), while the AVE in this study was between 0.562–0.943, indicating that the robustness of the data collected in this study.

Table 4. Results of confirmatory factor analysis.

Construct	Items and contents	Factor loading	AVE	CR	Alpha
Objective Authenticity (OA)	OA1: This digital tour has a high degree of restoration of historical buildings such as the pagoda of the Ming Dynasty and the bell tower of the Qing Dynasty.	0.788	0.683	0.896	0.896
	OA2: This digital tour maintains the original architectural layout and furnishings of the Ming and Qing dynasties.	0.814
	OA3: The cultural heritage of Jinling presented in this digital tour is authentic and vivid.	0.827
	OA4: The authenticity of this digital tour of Jinling’s cultural heritage can be recognised by visitors.	0.875
Constructive Authenticity (CA)	CA1: This digital tour shows the ancient living environment of Jinling.	0.947	0.789	0.937	0.937
	CA2: This digital tour represents the history of Jinling in the past.	0.865
	CA3: This digital tour expresses the culture of Jinling’s past.	0.870
	CA4: This digital tour is an expression of Jinling’s past traditions.	0.868
Existential Authenticity (EA)	EA1: The digital tour frees me up from my daily routine and makes it easier for me.	0.903	0.771	0.930	0.931
	EA2: Through digital tourism, I experience the history of Jinling in an authentic way.	0.860
	EA3: Through digital tourism, I experience the Jinling culture in an authentic way.	0.866
	EA4: Through digital tourism, I experience the Jinling tradition in an authentic way.	0.882
Conservation Education (CE)	CE1: This digital tour has helped me to understand the importance of sustainable development of cultural heritage.	0.934	0.943	0.944	0.943
	CE2: I believe that cultural heritage is a unique culture in China.	0.903
	CE3: I have become more interested in traditional cultural heritage after experiencing this digital tour.	0.867
	CE4: I became more concerned about cultural preservation after experiencing this digital tour.	0.890
High Culture (HC)	HC1: The High Culture of the Jinling cultural heritage with its cliff carvings, ancient paintings and inscriptions is an important part of digital tourism.	0.811	0.627	0.871	0.871
	HC2: I can appreciate the High Culture of Jinling’s cultural heritage such as ancient paintings and inscriptions.	0.741
	HC3: The High Culture of cliff carvings, ancient paintings and inscriptions can enhance my travel experience.	0.808
	HC4: After this trip I would like to continue to learn about High Cultures such as cliff carvings, ancient paintings and inscriptions.	0.804
Scientific Knowledge (SK)	SK1: In this digital tour I was able to learn something about Jinling’s cultural heritage from digital mapping.	0.736	0.564	0.838	0.838
	SK2: This digital tour will see me actively learning about Jinling’s past history.	0.722
	SK3: This digital tour will see me actively learning about the culture of Jinling’s past.	0.750
	SK4: The digital tour will see me actively learning about Jinling’s past traditions.	0.793
Person Valuing (PV)	PV1: I found the history of Jinling and the stories of famous people in the digital tour fascinating.	0.829	0.652	0.882	0.882
	PV2: This digital tour system explains the history of Jinling and the stories of famous people will increase my satisfaction.	0.797
	PV3: I identify with the Jinling cultural content embedded in digital tourism.	0.825
	PV4: I identify with the Jinling cultural values embedded in digital tourism.	0.778
Place Attachment (PA)	PA1: Digital tourism offers a more interesting travel experience compared to other places.	0.744	0.584	0.848	0.849
	PA2: The travel experience offered by digital tourism makes me feel very happy.	0.734
	PA3: I prefer to visit Digital Tourism and his landscapes than other places.	0.786
	PA4: There are few places that can compare to the travel experience offered by digital tourism.	0.792
Satisfaction (SA)	SA1: I am satisfied with the quality of information provided by Digital Tourism.	0.822	0.570	0.908	0.908
	SA2: I am pleased with the design of the visual interface of the digital tour.	0.804
	SA3: The services of digital tourism have made my travel experience more interesting.	0.788
	SA4: I love experiencing digital tourism.	0.800
	SA5: I am satisfied with the performance of the digital tour.	0.868
Cultural Protection Intention (CPI)	CPI1: This digital tour has inspired my desire for cultural preservation.	0.819	0.652	0.882	0.882
	CPI2: I will promote the idea of cultural preservation to others.	0.832
	CPI3: I think it makes sense to practice acts of cultural preservation.	0.805
	CPI4: I think it makes sense to practice acts of cultural preservation.	0.898

Table 5 and Figure 3 reports the path coefficients for this study. The significance is indicated by P in the table (p < 0.001 signifies ”***‘; P between 0.001 and 0.01 signifies ’**‘; P between 0.01 and 0.05 signifies ’*”; all other cases are not significant) (Davis 1989; Wu 2010). The findings reveal that Objective Authenticity significantly influences satisfaction (H1a: β = 0.168, p = 0.003) and cultural preservation intention (H2a: β = 0.147, p = 0.006), thus supporting hypotheses H1a and H2a. Similarly, Constructive Authenticity exerts a significant impact on satisfaction (H1b: β = 0.111, p = 0.016) and cultural preservation intention (H2b: β = 0.210, p < 0.001), confirming hypotheses H1b and H2b. However, Existential Authenticity does not significantly affect satisfaction (H1c: β = 0.109, p = 0.063) or cultural protection intention (H2c: β=-0.010, p = 0.853), rendering hypotheses H1c and H2c invalid. Conservation Education significantly influences satisfaction (H3a: β = 0.149, p = 0.005) and intention to protect culture (H4a: β = 0.110, p = 0.029), supporting hypotheses H3a and H4a. High Culture also has a significant effect on satisfaction (H3b: β = 0.138, p = 0.003) and intention to preserve culture (H4b: β = 0.100, p = 0.025), validating hypotheses H3b and H4b. In addition, Scientific Knowledge significantly impacts satisfaction (H3c: β = 0.115, p = 0.022) and cultural preservation intention (H4c: β = 0.168, p < 0.001), upholding hypotheses H3c and H4c. Person Valuing significantly affects satisfaction (H3d: β = 0.123, p = 0.010) and cultural preservation intentions (H4d: β = 0.163, p < 0.001), corroborating hypotheses H3d and H4d. Place attachment significantly influences satisfaction (H5: β = 0.222, p < 0.001) and cultural preservation intention (H7: β = 0.155, p = 0.002), supporting hypothesis H5 and H7. Finally, visitor satisfaction significantly affects cultural preservation intention (H6; β = 0.161, p = 0.006), confirming hypothesis H6.

Figure 3. Path analysis results.

Table 5. Path analysis results.

Hypothesis	Paths	Estimate	S.E.	C.R.	P	β	Hypotheses Verification
H1a	SA<—OA	0.160	0.053	3.023	0.003	0.168	Supported
H1b	SA<—CA	0.096	0.040	2.420	0.016	0.111	Supported
H1c	SA<—EA	0.085	0.046	1.858	0.063	0.109	NOT Supported
H2a	CPI<—OA	0.148	0.054	2.744	0.006	0.147	Supported
H2b	CPI<—CA	0.193	0.041	4.738	***	0.210	Supported
H2c	CPI<—EA	−0.009	0.046	−0.185	0.853	−0.010	NOT Supported
H3a	SA<—CE	0.117	0.041	2.826	0.005	0.149	Supported
H3b	SA<—HC	0.134	0.045	2.97	0.003	0.138	Supported
H3c	SA<—SK	0.131	0.057	2.288	0.022	0.115	Supported
H3d	SA<—PV	0.110	0.043	2.577	0.010	0.123	Supported
H4a	CPI<—CE	0.092	0.042	2.186	0.029	0.110	Supported
H4b	CPI<—HC	0.103	0.046	2.234	0.025	0.100	Supported
H4c	CPI<—SK	0.204	0.059	3.458	***	0.168	Supported
H4d	CPI<—PV	0.154	0.044	3.523	***	0.163	Supported
H5	SA<—PA	0.237	0.054	4.368	***	0.222	Supported
H6	CPI<—SA	0.171	0.062	2.767	0.006	0.161	Supported
H7	CPI<—PA	0.176	0.056	3.133	0.002	0.155	Supported

5. Discussion and conclusion

The research topic of great significance is the heritage, innovation, and sustainability of cultural heritage. Prior studies have primarily focused on tourists’ loyalty and willingness to revisit heritage tourism sites. However, there is a relative dearth of research on tourists’ cultural conservation intentions and related dimensions. In this context, this study seeks to appraise the effects of cultural experience, authenticity, and place attachment on tourist satisfaction and cultural preservation intentions in the context of digital heritage tourism. To test the relationship between these variables, a new theoretical model was constructed. The sample data was obtained through offline interviews and questionnaires, and a total of 408 valid questionnaires were collected. This study formulated seventeen hypotheses, and the results indicated that all hypotheses were successfully tested, except for H1c and H2c.Among them, among the variables with the greatest degree of influence on tourists’ cultural Protection intentions and satisfaction are objective authenticity, structural authenticity, personal values, and conservation education.

Firstly, the study found that among the three types of authenticity, Objective Authenticity and Constructive Authenticity have a positive impact on tourists’ cultural preservation intentions, with Constructive Authenticity playing a greater role. This suggests that digital tourism platforms can optimize the travel experience, increase satisfaction, and generate cultural identity and preservation intentions by constructing scenarios, storylines, and modes of operation that give visitors a sense of authentic history. In addition, Objective Authenticity can positively impact visitors’ behavioral intentions. Previous research has shown that higher user perceptions of Objective Authenticity at heritage sites are more likely to increase visitor satisfaction and cultural preservation intentions. The hypotheses of Objective Authenticity and Constructive Authenticity established in this study are generally consistent with the findings of previous academic research (S. Han, Yoon, and Kwon 2021; Yan and Chiou 2021; T. Zhang, Yin, and Peng 2021). However, the findings regarding Existential Authenticity are not consistent with previous scholars (S. Han, Yoon, and Kwon 2021; Yan and Chiou 2021; T. Zhang, Yin, and Peng 2021). This may be due to the current level of technology in digital tourism, which does not yet allow visitors to experience the same level of immersion as in real-life settings. Therefore, tourists’ perception of Existential Authenticity at heritage sites may not be high enough to significantly impact tourist satisfaction and cultural preservation intentions. This study reveals that both objective and structural authenticity significantly enhance digital tourism development. Objective authenticity equips digital tourism platforms with accurate, realistic historical depictions, aligning with tourists’ expectations for authentic experiences via digital mediums. It aids in educating tourists about genuine history and culture, preserving their original forms and traditions, thereby fostering a deeper understanding and appreciation of cultural heritage. On the other hand, structural authenticity enhances tourist engagement and immersion by creating virtual environments that mirror historical logic and cultural essence, thereby enriching the tourist experience. Moreover, by reconstructing authentic historical narratives and settings, structural authenticity not only educates tourists about history and culture but also fosters an emotional connection, augmenting their identification with and commitment to preserving cultural heritage. Together, objective and structural authenticity are pivotal in digital tourism’s evolution, offering fresh perspectives and methods for the sustainable development of cultural heritage. By cultivating spatial authenticity, digital tourism serves as a conduit between the past and future, and between tradition and innovation.

Secondly the study has identified four cultural experiences that have a positive impact on visitors’ cultural conservation intentions, filling a research gap and providing empirical support for subsequent studies. Scientific Knowledge and personal valuing play a greater role in this regard. Digital tourism platforms that provide virtual facilitators to visitors can help them learn more about cultural heritage and increase their satisfaction. The more visitors learn about the Scientific Knowledge of cultural heritage and the unique personal valuing that heritage sites bring, the more they discover the importance of conservation and sustainable development. Additionally, Conservation Education and High Culture can optimize visitor satisfaction and behavioral intentions. Digital tourism can showcase and restore damaged High Culture (e.g. ancient buildings and cliff carvings, etc.) providing visitors with a rich cultural experience and an opportunity to learn about Conservation Education while perceiving the fascination brought by cultural heritage.This study demonstrates that conservation education significantly enhances tourists’ understanding of cultural heritage and its preservation. Digital tourism platforms, by providing interactive educational content, enable tourists to learn about protecting and preserving heritage while engaging with it. Utilizing digital media for conservation education strengthens the tourists’ commitment to cultural preservation, motivating continued support even after their experience concludes. Digital tourism, merged with high culture elements like classical music, painting, calligraphy, and ancient architecture, unlocks new potential. These core components of cultural heritage are vividly brought to life through technologies such as virtual exhibition halls, augmented reality (AR), and virtual reality (VR). Digitalization of high culture not only broadens cultural heritage’s audience but also enhances the tourism experience. Moreover, the integration of scientific explanations on digital platforms deepens tourists’ understanding of cultural heritage, background, and history. Interactive teaching and simulated displays effectively communicate complex historical and scientific concepts. Additionally, digital tourism experiences enriched with scientific knowledge invigorate tourists’ exploratory spirit and engagement in cultural heritage. Personal values discovered through digital tourism foster deeper emotional connections by linking spatial scenes to personal experiences. When tourists perceive personal value in digital heritage tourism, they are more inclined to revisit and share their experiences on social platforms, positively impacting cultural heritage’s dissemination and preservation. In summary, four key dimensions of cultural experience are critical in digital tourism, enhancing both the quality of tourists’ experiences and their involvement in cultural heritage preservation.

Finally the study has confirmed that place attachment has a significant positive effect on visitor satisfaction and cultural preservation intentions, which is consistent with the findings of Zhang Y and Man Cheng (Man Cheng, So, and Nang Fong 2022; Y. Zhang, Park, and Song 2021). Place attachment is an important antecedent variable for tourist satisfaction and cultural conservation intentions. When tourists develop emotional links to the environment, history, culture, and storyline of a site during a tour, it optimizes the tourist experience and enhances satisfaction. Additionally, visitors who develop place attachment to a heritage site will have a high emotional response to the environment, inspiring their sense of responsibility and cultural conservation intentions.The study’s findings indicate that place attachment fosters a profound emotional bond between tourists and cultural heritage sites in digital tourism. This bond is further reinforced through virtual interactions and narrative storytelling, which maintain engagement and involvement throughout the digital tourism experience. A stronger emotional attachment correlates with an increased willingness to preserve the site, contributing significantly to the long-term conservation and sustainable development of cultural heritage. Additionally, place attachment amplifies visitor satisfaction by offering personalized and meaningful experiences. It achieves this by conveying the unique stories and history of heritage sites via digital platforms, thereby deepening visitors’ cultural comprehension and identification with the site.

The results of this study provide a valuable contribution to the extant literature on digital tourism, heritage preservation, and sustainable development by means of dependable and valid measurement variables. The study evaluates variables associated with cultural experience, authenticity, and place attachment, emphasizing their crucial role in digital tourism. In addition, the findings of the current study enhance practitioners’ comprehension of the significance of authenticity and cultural experience in digital tourism, as well as how to design genuine and immersive tourism activities for visitors.

6. Suggestions

Drawing upon our research and analysis, we suggest the following recommendations to enhance tourists’ satisfaction with tourism and their intentions to preserve culture in digital tourism, while simultaneously promoting sustainable development of heritage tourism.

1. To enhance tourists’ satisfaction with tourism and their intentions to preserve culture in digital tourism, tourism managers should prioritize the creation of authenticity, particularly constructive authenticity and objective authenticity. Digital tourism platforms must demonstrate respect for the essence and values of heritage sites, striving to restore historical situations and cultural scenes as accurately as possible to provide visitors with an authentic cultural experience. Additionally, the future of digital tourism should prioritize the improvement of platform systems’ quality and credibility, leveraging digital technology to enhance tourism interactivity and participation. This will enable visitors to transition from passive tourists to active participants, with examples including bringing cultural heritage to life, facilitating visitors’ perception of it from multiple perspectives, enabling interaction and learning, and eventually increasing visitor satisfaction and cultural preservation intentions.

2. Digital tourism should prioritize the impact of cultural experiences on the platform, providing a diverse environment for tourists. In subsequent development, the digital tourism platform can create an interesting, rich, and enjoyable scene based on the cultural characteristics of the heritage site, enabling visitors to participate in the recreation and re-creation of history and culture. This provides them with the opportunity to experience the daily lives of historical figures, customs, and traditions, as well as to learn about the knowledge and intrinsic value of cultural heritage. Compared to traditional, serious history education, this type of tourism stimulates visitors’ interest in heritage tourism and allows them to actively participate in digital tourism. It enhances their satisfaction and stimulates their sense of responsibility for cultural preservation.

3. In the future, digital tourism platforms may concentrate on fostering tourists’ place attachment to cultural heritage environments and enhancing their cultural identity and emotional connections to heritage sites. Personalized service content can be provided by the platform based on tourists’ interests, enabling them to select the appropriate experience according to their preferences and pace. Concurrently, digital heritage tourism can establish communication channels between tourists and heritage communities, craftspeople, historians, scholars, and other researchers, allowing tourists to engage with experts and scholars closely and gain a comprehensive understanding of cultural heritage, thereby creating an emotional attachment. In addition, digital tourism platforms should motivate tourists to actively participate in the heritage and conservation of heritage sites and contribute to the sustainable development of cultural heritage.

7. Limitation

The conservation and sustainability of cultural heritage emerge as a highly significant and pertinent subject of research. Accordingly, this study delves into the multitude of factors that influence tourist satisfaction within the domain of digital tourism, while simultaneously analyzing the profound effects of cultural experience, authenticity, and place attachment on tourists’ intentions toward cultural conservation. Nonetheless, several limitations necessitate due consideration for future research endeavors. Primarily, this study fails to encompass other influential factors that impact cultural conservation intentions. Subsequent research should seek to explore the potential influence of additional variables, such as cultural identity, cultural confidence, system quality, visual perception, and other relevant factors, on tourists’ cultural conservation intentions within the context of digital tourism. Secondly, this study predominantly focuses on the perceptions of domestic tourists concerning digital tourism. Future research should expand the sample size to incorporate international tourists and conduct quantitative comparative studies. This expansion would enable an appraisal of potential disparities in perceptions and behaviors towards digital tourism platforms across various countries. Finally, given that digital tourism represents an emerging form of tourism, this study only explores the impact of digital tourism platforms on tourists based on the current level of technological advancement. As technology progresses, subsequent studies should investigate the influence of tourism platforms on tourist satisfaction and intentions for cultural preservation within a more extensive temporal framework.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the Jiangsu Provincial Postgraduate Research and Practice Project under Grant [number SJCX23_0313].

Notes on contributors

Junjie Li

Junjie Li was born in Wuhu, Anhui Province, China, and is currently pursuing a master’s degree in art and design at Nanjing Forestry University. His main research interests are in the fields of digital tourism, rural revitalisation and heritage conservation. He has received national scholarships and top prizes in many competitions at home and abroad. His articles have recently been published in journals such as Land and Buildings.

Xiangbin Peng

Xiangbin Peng received his Bachelor’s Degree from Xi’an Academy of Fine Arts, majoring in Architectural Environment Design. He is currently studying for a Master of Art and Design degree at Nanjing Forestry University. His main research interests are cultural heritage research, architectural design and sustainable landscape design. His research results have been published in high level international journals such as Land and Buildings. He has won national competitions in China and academic scholarships from Xi’an Academy of Fine Arts and Nanjing Forestry University.

Xiaodong Liu

Xiaodong Liu is a professor at Donghua University. His research mainly involves the fields of rural revitalisation and heritage conservation.

Huanchen Tang

Huanchen Tang, a PhD candidate in design at Donghua University, is interested in finding ways to promote rural tourism from the history and culture of the countryside itself. Her work has recently been published in Sustainability, Buildings.

Wei Li

Wei Li is a graduate student at the School of Art and Design, Nanjing Forestry University. His research interests are in the fields of rural revitalisation and industrial protection.

Appendix 1

Questionnaire

Dear Sir or Madam:

Thank you from the bottom of my heart for taking out your valuable time for touring to participate in this questionnaire, this questionnaire will be filled out anonymously, the information in the questionnaire will only be used for academic research, please fill in the answers truthfully according to your actual situation and real will, and we look forward to receiving your support and cooperation! Table A1 is the survey of social attributes of tourists. Table A2 is the survey of tourists’ perception, the scale ranges from 1 (strongly disagree) to 7 (strongly agree), and the respondents choose the appropriate value according to their feelings about digital tourism.

Note: Please tick the blanks of the form according to your actual situation.

Your Sincerely.

Table A1. Tourist social attributes survey.

Number	Demographic variable	Categories	Options
1	Age	Under 18 age
		18–25 age
		26–34 age
		35–50 age
		Over 50 age
2	Gender	Male
		Female
3	Educational level	high school
		Vocational degree
		Bachelor degree
		Graduate degree
4	Occupation	Student
		White collar
		Freelancer
		Housewife
		Government staff
		Retiree
		Professional staff
		Others
5	Income	Under 2500
		2500–4999
		5000–10000
		over 10,000

Table A2. Tourist perception survey.

Number	Construct	Items and contents	1	2	3	4	5	6	7
1	Objective Authenticity (OA)	OA1: This digital tour has a high degree of restoration of historical buildings such as the pagoda of the Ming Dynasty and the bell tower of the Qing Dynasty.
2		OA2: This digital tour maintains the original architectural layout and furnishings of the Ming and Qing dynasties.
3		OA3: The cultural heritage of Jinling presented in this digital tour is authentic and vivid.
4		OA4: The authenticity of this digital tour of Jinling’s cultural heritage can be recognised by visitors.
5	Constructive Authenticity (CA)	CA1: This digital tour shows the ancient living environment of Jinling.
6		CA2: This digital tour represents the history of Jinling in the past.
7		CA3: This digital tour expresses the culture of Jinling’s past.
8		CA4: This digital tour is an expression of Jinling’s past traditions.
9	Existential Authenticity (EA)	EA1: The digital tour frees me up from my daily routine and makes it easier for me.
10		EA2: Through digital tourism, I experience the history of Jinling in an authentic way.
11		EA3: Through digital tourism, I experience the Jinling culture in an authentic way.
12		EA4: Through digital tourism, I experience the Jinling tradition in an authentic way.
13	Conservation Education (CE)	CE1: This digital tour has helped me to understand the importance of sustainable development of cultural heritage.
14		CE2: I believe that cultural heritage is a unique culture in China.
15		CE3: I have become more interested in traditional cultural heritage after experiencing this digital tour.
16		CE4: I became more concerned about cultural preservation after experiencing this digital tour.
17	High Culture (HC)	HC1: The High Culture of the Jinling cultural heritage with its cliff carvings, ancient paintings and inscriptions is an important part of digital tourism.
18		HC2: I can appreciate the High Culture of Jinling’s cultural heritage such as ancient paintings and inscriptions.
19		HC3: The High Culture of cliff carvings, ancient paintings and inscriptions can enhance my travel experience.
20		HC4: After this trip I would like to continue to learn about High Cultures such as cliff carvings, ancient paintings and inscriptions.
21	Scientific Knowledge (SK)	SK1: In this digital tour I was able to learn something about Jinling’s cultural heritage from digital mapping.
22		SK2: This digital tour will see me actively learning about Jinling’s past history.
23		SK3: This digital tour will see me actively learning about the culture of Jinling’s past.
24		SK4: The digital tour will see me actively learning about Jinling’s past traditions.
25	Person Valuing (PV)	PV1: I found the history of Jinling and the stories of famous people in the digital tour fascinating.
26		PV2: This digital tour system explains the history of Jinling and the stories of famous people will increase my satisfaction.
27		PV3: I identify with the Jinling cultural content embedded in digital tourism.
28		PV4: I identify with the Jinling cultural values embedded in digital tourism.
29	Place Attachment (PA)	PA1: Digital tourism offers a more interesting travel experience compared to other places.
30		PA2: The travel experience offered by digital tourism makes me feel very happy.
31		PA3: I prefer to visit Digital Tourism and his landscapes than other places.
32		PA4: There are few places that can compare to the travel experience offered by digital tourism.
33	Satisfaction (SA)	SA1: I am satisfied with the quality of information provided by Digital Tourism.
34		SA2: I am pleased with the design of the visual interface of the digital tour.
35		SA3: The services of digital tourism have made my travel experience more interesting.
36		SA4: I love experiencing digital tourism.
37		SA5: I am satisfied with the performance of the digital tour.
38	Cultural Protection Intention (CPI)	CPI1: This digital tour has inspired my desire for cultural preservation.
39		CPI2: I will promote the idea of cultural preservation to others.
40		CPI3: I think it makes sense to practice acts of cultural preservation.
41		CPI4: I think it makes sense to practice acts of cultural preservation.