The effect of cultural identity and authenticity perception on nostalgic experience and destination loyalty of domestic tourists: The case of Birgi

Tourism is a dynamic sector that has undergone significant changes over time, influencing individuals' tendencies to travel to different geographies. These evolutionary changes have impacted tourists' expectations and preferences, leading to a greater emphasis on cultural elements in travel choices. Nowadays, tourists are not only interested in visual beauties but also in the local culture, traditions, and unique identity of destinations. Cultural heritage is a significant factor that enriches the tourism experience and makes destinations unique. The cultural identity and authenticity of a destination play a crucial role in tourists' decision to choose that destination. In this context, this study aims to determine the impact of the cultural identity and authenticity perceptions of domestic tourists visiting Birgi on their nostalgic experiences and destination loyalty. To achieve this goal, face-to-face surveys were conducted with 526 domestic tourists visiting Birgi. However, 24 survey data sets with missing information and extreme values were excluded, resulting in the analysis being performed on 502 surveys. The first section of the study thoroughly discusses the problem, purpose, significance, assumptions, limitations, and definitions of the research. Following that, the theoretical framework of the thesis explores the topics of cultural identity, authenticity perception, nostalgic experience, and destination loyalty. The third section provides detailed information about the research methodology. The fourth section presents the findings of the quantitative dimensions of the research and the interpretations derived from these findings. The final section focuses on the obtained results and suggests various recommendations. The results of the study indicate that cultural identity has a statistically significant and positive effect on nostalgic experiences, and authenticity perception has a statistically significant and positive effect on both nostalgic experiences and destination loyalty. It is noteworthy that the authenticity perceptions of domestic tourists have a greater impact on nostalgic experiences and destination loyalty.