Destination authenticity: Investigating the mediating role of tourist satisfaction and loyalty

Abstract

West Sumatra’s tourism sector underperforms economically despite its rich cultural and natural heritage. This study investigates the influence of destination authenticity on tourist satisfaction and loyalty, with satisfaction serving as a mediating variable. A quantitative survey of 620 respondents from six prominent tourist sites was executed utilizing Structural Equation Modeling (SEM) and Partial Least Squares (PLS). Indicators were evaluated for validity, reliability, and their causal linkages. The results indicate that destination authenticity has a substantial impact on tourist satisfaction (p < 0.000) and loyalty (p < 0.026), with satisfaction serving as a mediator in this relationship. Genuine experiences, including participation in cultural customs, distinctive local architecture, and community engagement, augment satisfaction, resulting in heightened tourist loyalty. While tourist satisfaction demonstrated moderate predictive relevance, tourist loyalty showed stronger explanatory power. The study identifies destination authenticity as a crucial factor in sustainable tourism development. Authenticity not only creates emotional connections but also promotes repeat visits and positive word-of-mouth recommendations. Nonetheless, deficiencies in assessing satisfaction and the influence of demographic variables persist as avenues for future investigation. The research underscores the strategic significance of cultural authenticity in bolstering competitiveness and sustainability in tourism. Policymakers and stakeholders are encouraged to safeguard and enhance genuine aspects through immersive cultural experiences and sustainable destination management. This strategy will enhance tourist happiness, bolster loyalty, and promote economic growth while safeguarding cultural heritage in a competitive global tourism environment.