Mediating role of customer satisfaction, place attachment and experiences in the effect of authenticity on behavioral intention

The aim of the current study is to reveal the effects between authenticity, memorable tourism experience, quality of experience, place attachment, customer satisfaction and behavioral intentions and the mediating effects of memorable tourism experience, quality of experience, customer satisfaction and place attachment between authenticity and behavioral intentions. The data of the research were collected from the tourists who visited the cultural heritage sites of Bursa between January and December 2022 using the survey method. Data was obtained by the convenience sampling method. 413 valid questionnaires were analyzed in the Smart PLS program. As a result of the research, it was found that authenticity directly affects customer satisfaction, quality of experience, behavioral intentions, memorable tourism experience; customer satisfaction directly affects behavioral intentions and mediates the relationship between authenticity and behavioral intentions; the quality of experience directly affects behavioral intentions and mediates the relationship between authenticity and behavioral intentions; the memorable tourism experience doesn't directly affect behavioral intentions and doesn't mediate the relationship between authenticity and behavioral intentions; place attachment doesn't directly affect behavioral intentions and doesn't mediate the relationship between authenticity and behavioral intentions. Based on the results of the study, it is striking that the most remarkable and effective concept is the concept of authenticity. Accordingly, it will be important for tourism stakeholders to focus on this concept. In addition, for future studies, the variables used in the current study can be examined for different destinations.