Untitled

sustainability
Article
The Impacts of Ecotourists’ Perceived Authenticity and
Perceived Values on Their Behaviors: Evidence from
Huangshan World Natural and Cultural Heritage Site
Lu Yang, Xiao Hu, Hoffer M. Lee * and Yuqing Zhang
Faculty of Hospitality and Tourism Management, Macau University of Science and Technology,
Avenida Wai Long, Taipa, Macau
* Correspondence: hmlee@must.edu.mo
Abstract: Drawn to the unique natural and geographical advantages of ecotourism scenic areas,
tourists can roam the natural environment and, at the same time, promote the sustainable develop-
ment of the scenic area’s ecology. As a result, ecotourism has gradually become a popular type of
tourism. Tourists’ perceived authenticity, perceived values, revisit intentions, and environmentally
responsible behaviors, which are important variables in understanding their cognition and behaviors,
have received extensive attention from scholars. However, few studies have combined tourists’ per-
ceived authenticity, perceived values, revisit intentions, and environmentally responsible behaviors
in the context of ecotourism. Taking Huangshan World Natural and Cultural Heritage Site in Anhui,
China, as a case study, this study explored the relationship between the perceived authenticity and
perceived values of ecotourists, and the respective relationships of perceived authenticity and per-
ceived values with revisit intentions and environmentally responsible behaviors. A survey research
method was employed, and the structural equation modeling technique was used to determine the
relationships among variables. The results indicated that the perceived authenticity of ecotourists
had a significant positive impact on their perceived values. Tourists’ perceived authenticity and
perceived values significantly and positively affected their revisit intentions and environmentally
responsible behaviors, respectively, while their perceived values played a mediating role in the
Citation: Yang, L.; Hu, X.; Lee, H.M.; impact of perceived authenticity on revisit intentions and environmentally responsible behaviors.
Zhang, Y. The Impacts of Ecotourists’ Theoretically, this study introduces the concept of perceived authenticity into ecotourism, expands
Perceived Authenticity and Perceived the research scope of perceived values, and fills the gaps in the research regarding the impact of
Values on Their Behaviors: Evidence perceived authenticity on environmentally responsible behaviors. Practically, it will assist tourism
from Huangshan World Natural and managers in developing a strategic plan for protecting the unique natural resources and cultural
Cultural Heritage Site. Sustainability customs of scenic spots, producing a valuable interactive experience, and enhancing the collaborative
2023, 15, 1551. https://doi.org/
decision-making process, which will lead to the sustainable development of ecotourism destinations.
10.3390/su15021551
Academic Editor: Anna Mazzi Keywords: ecotourism; perceived authenticity; perceived value; revisit intention; environmentally
responsible behavior; Huangshan
Received: 2 November 2022
Revised: 6 January 2023
Accepted: 10 January 2023
Published: 13 January 2023
1. Introduction
With people’s deep understanding of the importance of environmental protection, a
rapidly increasing number of travelers prefer visiting natural destinations, and ecotourism
Copyright: © 2023 by the authors. has emerged as a popular pastime, with the ecological environment and natural scenery
Licensee MDPI, Basel, Switzerland. as the attractive points [1]. Additionally, this form of tourism is commonly promoted as
This article is an open access article a long-term conservation mechanism, to mobilize political, financial, and socio-cultural
distributed under the terms and
support for conservation and provide an alternate consumptive practice for tourists [2,3].
conditions of the Creative Commons
Currently, much attention is being paid to environmental protection, and ecotourism
Attribution (CC BY) license (https://
has been promoted by various countries. Many well-known scenic spots attract tourists
creativecommons.org/licenses/by/
under the banner of maintaining the ecological environment and returning to nature. The
4.0/).
Sustainability 2023, 15, 1551. https://doi.org/10.3390/su15021551 https://www.mdpi.com/journal/sustainability

Sustainability 2023, 15, 1551 2 of 23
endogenously interdisciplinary state of ecotourism has been widely recognized by the

academic community [2,4–7]. In the study of ecotourism, many scholars have discussed
its evaluation, framework, planning, and development [8–11]. They have also discussed
the impacts of ecotourism, such as its impact on the community [12–16], on sustainable
development [17,18], on the economy [19–21], and on other aspects. As the study of
responsible tourist attitudes and behaviors toward sustainable development has recently
emerged, it is still in the growth phase [5].
During the developmental process of ecotourism, preserving the authenticity and
originality of scenic spots and protecting the local cultures to a certain extent, while also
protecting the original natural features, are necessary [22]. Tourists’ perceived authenticity
is often utilized in heritage tourism or cultural tourism, and its impact on their behaviors
and behavioral intentions has also been studied in China [23,24]. However, in the context
of ecotourism, a consideration of perceived authenticity is lacking. For example, scenic
spot managers may be concerned about factors such as whether the environment of the
scenic spot agrees with the online publicity and whether the planning of the scenic spot
meets the needs of first-time tourists. Tourists expect the scenic spots they visit to meet, or
even exceed, their expectations [25].
Scholars have combined the perceived values of tourists with behavioral intentions
and other influencing factors, such as tourist satisfaction [26], tourist motivation [27],
destination images [28], and rural tourism location impacts [29]. Previous studies have
provided some good ideas, and many scholars believe that perceived value has a positive
impact on tourists’ revisit intentions [30].
Tourists’ environmentally responsible behavior is an important component in the study
of ecotourism, and previous studies have analyzed different tourist groups, such as resort
ecotourists [31], marine ecotourists [32], and wetland ecotourists [33]. Understanding the
influencing factors of tourists’ environmentally responsible behaviors can help ecotourism
park managers to better plan their parks and educate tourists.
Although perceived authenticity, perceived values, revisit intentions, and environmen-
tally responsible behaviors have been examined independently and mutually in different
tourism sectors, the understanding of the joint force of these variables in ecotourism and
sustainable development remains incomplete. Theoretically, we have a clear understand-
ing that the relationships among these variables may supplement existing theories, such
as in the ethical tourism model [34], and contribute to the building of a new theoretical
framework of ecotourism. This framework can be used to guide future investigations
of specific ecotourism cases or phenomena. With the knowledge of these relationships,
tourism destination managers can preserve their natural and cultural resources, produce
an interactive tourism experience, and maximize cooperation among various stakehold-
ers, toward sustainable tourism destination development. Therefore, the objective of this
study was to combine these four variables, with perceived authenticity as the independent
variable and the perceived values as the mediating variables, to explore the impacts of
these two variables on tourists’ environmentally responsible behaviors and revisit inten-
tions after visiting. The research questions of this study are as follows: (1) What are the
relationships among tourist perceived authenticity, perceived values, revisit intentions,
and post-tour environmentally responsible behaviors? (2) Can the perceived values play
a mediating role between perceived authenticity, revisit intentions, and environmentally
responsible behaviors?
2. Literature Review
2.1. Ecotourism
Since its introduction into scholastic discourse in the 1980s, “ecotourism” has been
advocated and adopted in both academia and the global tourism industry [35]. The
International Ecotourism Society (TIES) [36] proposed that ecotourism is “responsible
travel to natural areas that conserves the environment, sustains the well-being of the local
people, and involves interpretation and education”. Ecotourism is often considered to be
Sustainability 2023, 15, x FOR PEER REVIEW 3 of 25
Sustainability 2023, 15, 1551 2. Literature Review 3 of 23

2.1. Ecotourism
Since its introduction into scholastic discourse in the 1980s, “ecotourism” has been
advocated and adopted in both academia and the global tourism industry [35]. The In-
aternational
potential strategySociety
Ecotourism and a(TIES)
model [36] of sustainability
proposed to support
that ecotourism the conservation
is “responsible travel of natural
to natural areas while
ecosystems, that conserves the environment,
promoting sustains thedevelopment
local sustainable well-being of the [37].
local peo-
It helps to increase
ple, and involves interpretation and education”. Ecotourism is often considered to be a
income, provides employment opportunities, and protects local ecosystems [38]. The main
potential strategy and a model of sustainability to support the conservation of natural
focus of
ecosystems, ecotourism development
while promoting is how
local sustainable to minimize
development [37]. the negative
It helps environmental
to increase in- impacts
and protect natural resources from degradation [39].
come, provides employment opportunities, and protects local ecosystems [38]. The main
focus In
of other words,
ecotourism ecotourism
development is how is atonew waythe
minimize to negative
solve the contradiction
environmental im- between tourism
pacts and protect natural resources from degradation [39].
and sustainable development. Sustainable tourism without ecotourism is facing difficulty
In other words, ecotourism is a new way to solve the contradiction between tourism
in the protection and reuse of natural resources. It provides tourists with an ecological
and sustainable development. Sustainable tourism without ecotourism is facing difficulty
experience andand
in the protection simultaneously
reuse of natural raises
resources.their awareness
It provides of with
tourists environmental
an ecological protection, while
protecting
experience and and respectingraises
simultaneously the their
natural and cultural
awareness heritage
of environmental of a destination,
protection, while which can
protecting
benefit theand respecting
local area and the place
naturalitand
at thecultural
center heritage
of theofdevelopment
a destination, which can
and planning process [40].
benefit the local area and place it at the center of the development and planning process
Tourism in nature is a form of economic development [10]. Ecotourism calls for ethically
[40]. Tourism in nature is a form of economic development [10]. Ecotourism calls for
responsible decision
ethically responsible making
decision making among
among divergent
divergent sustainable tourismstake-
sustainable tourism stakeholders, such as
governments,
holders, such as NGOs, ecotourists,
governments, NGOs, e cbusiness
o tourists, managers (e.g., hoteliers,
business managers travel agencies), and
(e.g., hoteliers,
local
travel residents,
agencies), and and
localisresidents,
not involved
and is not ininvolved
conflictinduring the development
conflict during the develop- of eco-tourism
ment of eco-tourism
destinations [1]. destinations
Arising from [1]. Arising from this understanding
this understanding is the ecotourism
is the ecotourism paradigm, adapted
paradigm, adapted from Speed [34], as depicted in Figure 1.
from Speed [34], as depicted in Figure 1.
Figure 1.1.
Figure The Ecotourism
The Paradigm.
Ecotourism Source: adapted
Paradigm. Source:from Speed [34].
adapted from Speed [34].
While ecotourism is commonly assumed to provide a more sustainable and benign
While ecotourism is commonly assumed to provide a more sustainable and benign
alternative to conventional (or mass) tourism, scholars and practitioners have also ex-
alternative
pressed serioustoconcerns,
conventional (orbackdrop
against the mass) tourism, scholars
of the increasing and practitioners
popularity of ecotour- have also ex-
pressed serious concerns, against the backdrop of the increasing popularity
ism in the past few decades [41–45]. Instead of supporting sustainable tourism devel- of ecotourism
opment, ecotourism has been simply used as a “buzzword” or a brand to attract tourists
in the past few decades [41–45]. Instead of supporting sustainable tourism development,
ecotourism has been simply used as a “buzzword” or a brand to attract tourists [3,4,46].
Arguably, a plethora of ecotourism benefits accompany tourists’ perceptions, attitudes,
values, knowledge, experiences, intentions, behavior, etc. [46–50]. In line with these no-
tions, the four aspects of tourists’ perceived authenticity, perceived value, environmentally
responsible behaviors, and future behavior intentions have been considered an avenue
toward the sustainable development of ecotourism destinations [35,47,51–53].
2.2. Tourists’ Perceived Authenticity

The concept of authenticity was first proposed in 1973 by MacCannell [54], who
believed that authenticity refers to creating an impression of genuineness through the
display of local culture. For example, in cultural tourism, tourists want to experience
the real life of different historical periods, different people, and different regions [55].
Authenticity plays an important role in the entire tourism process.
In tourism, authenticity is an expression that describes the degree to which tourists
perceive products and experiences [56]. Authenticity is an important factor affecting human
behaviors, especially tourist behaviors. People identify many “artificial elements” in their
surrounding environment, resulting in a sense of unreality, and seeking authenticity in
other places has become an important driving force for tourism [57]. For most tourists who
are not anthropologists, destination image and authenticity may be seen as synonymous,
and much of what they see and recall at a destination will be perceived and felt as real [58].
In addition, three types of authenticity are identified, depending on the visitors’
experiences. Wang [59] reviewed and analyzed the three different research paradigms of
objectivism, constructivism, and postmodernism, and thus clarified three different types
of authenticity, namely: objective authenticity, constructive authenticity, and existential
authenticity. He believed that objective authenticity refers to the most original authenticity
of tourist attractions; constructive authenticity refers to the authenticity that tourists or
tourism producers project onto the visited objects, according to their images, expectations,
preferences, beliefs, powers, etc.; and existential authenticity relates to tourism activities
and tourists’ first-hand experiences. Yi et al. [60] argued that objective authenticity means
objective novelty and originality that is not influenced by personal feelings or opinions
when considering and presenting facts. Unlike objective authenticity, the other two types of
authenticity are subjective. Authenticity is the key to a destination’s continued appeal [58].
As tourism becomes more commodified, authenticity is increasingly seen as crucial: the
main motivation for tourists traveling to distant destinations is to discover pure, unspoiled
attractions [61]. Authenticity means the traditions and cultures of a destination, including
the three qualities of sincerity, genuineness, and truth [62].
Scholars have linked authenticity to other variables and analyzed them from multiple
perspectives, which include an inquiry into how authenticity affects behavioral intentions,
arguing that tourists’ behavioral intentions are determined by the perceived authenticity of
the destination [36]. For example, Ramkissoon and Uysal [63] discussed the influence of
perceived authenticity, motivation, information search behaviors, and destination images
on tourists’ intentions to visit cultural attractions. They believed that when tourists travel
to cultural tourism destinations, they associate perceived authenticity with their own
behavioral intentions. Tourists’ perceived authenticity in cultural tourism has an impact
on behavioral intentions, but in the related research on ecotourism, perceived authenticity
is rarely used as a variable. Therefore, this study introduces the concept of perceived
authenticity into ecotourism and discusses its impacts on tourist behavior.
2.3. Tourists’ Perceived Value

The 1990s saw the rise of research on perceived values. Porter, a famous strategist at
Harvard Business School, proposed the concept of “consumer value chain” in “competitive
advantage”, pointing out that only when consumers perceive the value provided by the
seller, they will give the seller a return beyond the value itself. It is generally accepted in
academic circles that this view is the basis for the definition of perceived values [64].
From the economic point of view, value is the consumer’s overall subjective assessment
of a product’s utility based on the perceptions of what is received and given [65]. Perceived
value is a consumer’s evaluation of a product or service by comparing the inputs and
gains at the time of purchase [65]. Consumers consider what they contribute (money, time,
and effort) and what they receive (results and desired benefits) when evaluating products
and services [66].
In marketing, perceived value is a key construct in understanding customer behav-
iors [67]. Perceived value helps us to analyze consumer attitudes toward a trip and to
predict subsequent behaviors [66]. Perceived value is understood to consist of two parts:
the benefits that the customer receives (economic, social, and relational), and the sacrifices
that the customer makes (price, time, effort, risk, and benefit) [68]. In today’s society, many
travel companies have realized the importance of creating value for their different target
audiences. Creating and delivering value to tourists has become a competitive advantage
for many companies [68].
In the research on the influence of the perceived value of tourism on consumers’ behav-
ioral intentions, many scholars believe that it has a positive effect on revisit intentions [69].
For example, Prebensen, Woo, and Uysal [70] regarded tourists’ knowledge level, tourism
motivation, and participation as the antecedent variables of the perceived value of a tourism
experience and concluded that they have an impact on satisfaction and a positive impact on
loyalty. Cheng and Lu [28] found that perceived value has a significant positive impact on
tourists’ revisit behaviors, through an investigation of tourists’ island tourism experiences.
The relationship between perceived values and environmentally responsible behav-
iors has also received attention from scholars. Chiu et al. [71] believed that improving
tourists’ perceived values of ecotourism activities can help increase ecotourism activity
participation and satisfaction, thereby enhancing tourists’ environmentally responsible be-
haviors. Kim and Thapa [72] took ecotourism in Jeju Island, South Korea, as their research
object and examined the environmentally responsible behaviors and destination loyalty of
international tourists. A model was developed to examine how tourists’ perceived values
(i.e., quality, emotion, price, and social aspects), flow experiences, and satisfaction affect
environmentally responsible behaviors and destination loyalty.
Through the above literature, we found that there have been few academic studies that
integrated perceived values, revisit intentions, and environmentally responsible behaviors.
Especially in ecotourism research, there is little empirical support for the direct impact
of perceived values on environmentally responsible behaviors. From the perspective of
the profitability of scenic spots, it is also important to deeply understand the relationship
between tourists’ perceived values and revisit intentions. Therefore, this study combined
the research viewpoints of previous scholars, to examine the impact of ecotourism tourists’
perceived values on revisit intentions and environmentally responsible behaviors.
2.4. Tourists’ Behavior Intention

Since tourists’ behavioral intentions have become a basic indicator for evaluating the
success of destination marketing management, they are an important topic in the field of
tourism research [73]. Behavioral intentions are interpreted as the willingness to revisit,
repurchase, and recommend tourism products to others [63]. Ajzen proposed the theory of
planned behavior (TPB) in 1991; he argued that intention is directly influenced by attitudes,
subjective norms, and perceived behavioral control, which refers to the customer’s intention
to exhibit a special behavior and includes three main factors: attitude to the behavior,
subjective intention, and the behavior. Perugini and Bagozzi [74] argued that in many
studies, the theory of planned behavior has been used to describe the difference between
desire and intention. Compared to intentions, desires are less specific and open. Behavioral
intention can be a partial plan, implying a commitment. Intention is considered a significant
predictor of behavior.
For tourism researchers and managers, the most favorable indicators of post-visit
behavioral intentions are revisit intention [75], recommendation intention [76], and access
intention [77]. In this study, tourists’ revisit intention was selected as a research variable.
Revisit intention is a key research topic in the study of tourist destinations and has been
identified as an important behavioral intention [78]. Exploring tourists’ revisit intentions
when participating in different types of tourism has become a main focus [79]. This study
holds that revisit intention is the willingness of tourists to visit the same destination again
in the future [80]. Chi and Qu [81] believed that the key factor influencing tourists’ revisit
intentions is whether the products and services provided to them by tourist destinations
were of sufficient quality. In their research, Huang and Liu [82] found that in ecotourism,
the better the tourists’ tourism perception, the stronger their revisit intentions.
2.5. Environmentally Responsible Behavior

Ecotourists, or tourists who are environmentally responsible, often demonstrate a
greater awareness of environmental protection. Environmentally responsible behavior
is considered a key factor in ensuring the successful and sustainable development of
ecotourism [83]. Similar concepts of environmentally responsible behavior include envi-

ronmental protection behavior, environmentally significant behavior, environment-related
behavior, environmentally friendly behavior, ecological behavior, and so on. No matter
how different the wording of these constructs may be, they all have a common connotation,
that of individual actions to help protect the environment [84]. Sivek and Hungerford [85]
explored the factors that affect individuals’ environmentally responsible behaviors and
pointed out that environmentally responsible behaviors represent the behaviors of in-
dividuals or groups to solve environmental problems. Steg and Vlek [86] asserted that
environmentally responsible behaviors refer to individual behaviors that help to promote
environmental sustainability and reduce negative impacts on the environment. This study
adopted the definition of Lee, Lawton, and Weaver [83], who believed that environmentally
responsible behavior is a striving to reduce damage to the environment during travel, con-
tributing to the promotion of environmental protection, and not destroying the eco-system
where the destination is located.
Previous studies have attempted to further elucidate tourists’ environmental behav-
iors, by focusing on the factors that influence them. For example, Miller et al. [87] pointed
out that information about vegetation degradation caused by environmental damage can
improve tourists’ environmental awareness. Tourists with higher sensitivities to environ-
mental attitudes, environmental values, and place attachment are more likely to exhibit a
higher awareness of environmental responsibility [88]. Xu et al. [89] took China’s Nansha
Wetland Park as an example, to explore the relationship between tourists’ participation,
experiences, and environmentally responsible behaviors in wetland ecotourism. Lee and
Moscardo [31] investigated the influencing factors on environmental awareness and the
corresponding behavioral intentions of Australian resort tourists. This study found that
tourists’ own environmental awareness and participation in scenic spot environmental
management had a great impact on their environmentally responsible behaviors. It can
be seen from the above literature that it is important to understand the factors affecting
environmental protection behaviors from the perspective of tourists. This will help scenic
location managers to motivate tourists’ environmental protection behaviors, by regulating
these influencing factors [89]. Cultivating tourists’ environmentally responsible behaviors
is a critical means to achieving the sustainable development of tourism destinations [90].
3. Research Hypotheses
3.1. The Relationship between Perceived Authenticity and Perceived Value in Ecotourism
Arnold’s theory of emotional cognition advocates the influence of the evaluation
of a stimulating perceptual situation (perceived authenticity) on cognition (perceived
value), which provides a suitable theoretical background to the contemporary tourism
discourse [91]. Given the emphasis on destination authenticity in tourism, numerous
studies have suggested that authenticity fundamentally serves as a critical functional factor
in the derivation of visitors’ values, as authenticity acts as an indicator of the quality of
tourist destinations [92].
Apostolakis [93] believed that authenticity is crucial to tourist motivation and the image
of destination attractiveness, and can be used as a tourism marketing tool. In his research,
he found that perceived authenticity is the basis for improving tourists’ perceived values.
An article by Liang, Choi, and Joppe [94] on Airbnb consumers’ repurchase intentions also
pointed out that perceived authenticity has a significant impact on reducing Airbnb consumers’
perceived risk and has a positive impact on perceived values. Fu et al. [95] utilized data of
mass consumers in the Pearl River Delta region of China and a partial least squares structural
equation modeling (PLS-SEM) model to explore the relationship between the authenticity,
perceived values, and tourist behavioral intentions of purchasing souvenirs in the context
of experiential consumption. The research result indicated that the authenticity of souvenirs
in experiential consumption activities had a strong positive impact on tourists’ behavioral
intentions, through perceived values. Based on the above literature derivation, this study
proposes the following hypothesis:
H1. Ecotourists’ perceived authenticity has a positive impact on perceived values.
3.2. The Relationship between Perceived Authenticity and Revisit Intentions and Environmentally
Responsible Behaviors in Ecotourism
Tourists’ perception of the authenticity of an attraction can determine their decision
to travel to a destination [96–98]. Research on the impact of perceived authenticity on
revisit intentions has been conducted in recent years. For example, Rani, Othman, and
Ahmad [99] took Penang as a research site, to explore whether perceived authenticity
is a determinant of tourists revisiting heritage tourism destinations and concluded that
perceived authenticity is one of the most important factors affecting the intentions of
tourists to revisit heritage sites. Chen and Tsai [100] believed that the perceived quality
of tourism, perceived values, and overall satisfaction will further enhance tourists’ revisit
intentions and willingness to recommend a place to others. Scarpi [101] tested a medi-
ated model based on the hypothesized relationship between event participation, place
attachment, perceived authenticity, and revisit intentions in heritage tourism marketing.
It was found that perceived authenticity can mediate the relationship between activity
participation and revisit intentions. A manager of eco-tourism scenic spots must also con-
sider what factors will affect tourists’ revisit intentions. Therefore, this study proposes the
following hypotheses:
H2. Ecotourists’ perceived authenticity has a positive effect on revisit intentions.
Various tourist activities and commercial activities may damage the natural and
cultural resources of the tourist destination [102,103]. With the deepening of people’s
awareness of environmental protection, the research on environmentally responsible be-
haviors is increasing. Environmentally responsible behavior is an important indicator
of the sustainable development of tourism [104]. Although both perceived authenticity
and environmentally responsible behaviors have become very popular in recent research,
studies focusing on their relationship are scarce [50]. Bearing the strongest resemblance to
the present study is that by Cheng, Wu, and Huang [105], whose findings revealed that
tourists’ stronger perceptions of the natural attractiveness and ecological uniqueness of an
island destination were positively associated with their voluntary commitment to actions
with a minimal impact on the natural environment. This knowledge gap was also noted by
Azinuddin et al. [106], who investigated the association of perceived ecotourism design
affordance and tourists’ pro-environmental behavior. Their empirical evidence urged the
collaboration of tourism policy stakeholders, to cultivate their economic, environmental,
and ethical responsibilities. Following this, Budruk et al. [107] studied the relationship
of archaeological resource preservation and the perceptions of authentic experience at
a cultural heritage site. The authors, however, mainly demonstrated the contribution
of environment-friendly practices toward visitors’ perceived authenticity of cultural her-
itage tourism, instead of the other way around. Furthermore, the empirical findings
of Kaur et al. [108] proved that consumers’ pro-environmental behavior is significantly
determined by perceived green advertisement authenticity regarding the marketing of
eco-friendly products.
When tourists travel to an ecotourism destination, whether or not the ecological scene
advertised before their arrival is consistent with their experiences during the trip may
become a factor in their environmentally responsible behaviors. Therefore, this study
proposes the following hypotheses:
H3. Ecotourists’ perceived authenticity has a positive impact on their environmentally responsible
behaviors.
3.3. The Relationship between Perceived Values and Revisit Intentions in Ecotourism
For scenic spot managers, improving tourists’ perceived values can help predict their
post-tour behaviors. Previous studies have analyzed the factors that affect tourists’ revisit
intentions. Yen [109] explored the relationship between perceived values and revisit inten-
tions in the context of wine culture festivals and found that perceived values had a positive
impact on revisit intentions. In the research on creative tourism, Chang et al. [110] found
that experience is an important predictor of creative tourism tourists’ revisit intentions,
while perceived value is not sufficient to explain revisit intentions. In different research
cases and contexts, the impact of perceived values on revisit intentions is also different. In
ecotourism, it is unclear that whether perceived values can affect revisit intentions or not.
So this study proposes the following hypothesis:
H4. Ecotourists’ perceived values have a positive impact on revisit intentions.
Combined with the assumption that ecotourists’ perceived authenticity has a positive
impact on perceived values, we also propose the following hypothesis:
H5. Perceived value mediates the relationship between perceived authenticity and revisit intentions.
3.4. The Relationship between Perceived Values and Environmentally Responsible Behaviors
in Ecotourism
He et al. [111] studied the relationship between tourists’ perceptions, relationship
quality, and environmentally responsible behaviors, and concluded that perceived values
positively affect tourists’ environmentally responsible behaviors. However, this study
only utilized perceived value as a unidimensional variable for scale design and did not
conduct a multi-dimension analysis, ignoring the complexity of perceived
Sustainability 2023, 15, x FOR PEER REVIEW 9 ofvalue.
25 The
measurement of perceived value in the hypothesis of this study referred to Sweeney and
Soutar’s (2001) [112] multi-dimensional scale to explore the impact on environmentally
responsible behaviors. (VBN) theory was proposed by Stern et al. [113], combining
The value-belief-norm
valueThe value-belief-norm
theory, norm activation (VBN)
theory, theory
and thewasnewproposed
ecologicalby SternThey
model. et al.combined
[113], combining
value orientation,
value theory, norm environmental beliefs,and
activation theory, awareness
the newofecological
consequences,
model.attribution of re-
They combined value
sponsibility, and personal norms
orientation, environmental about
beliefs, environmental
awareness behaviors. attribution
of consequences, They believed that,
of responsibility,
from the value norms
and personal orientation to the
about deeper environmental
environmental beliefs
behaviors. Theyto believed
the individual’s threatthe value
that, from
to the value object and their belief in being responsible for their actions, the individual’s
orientation to the deeper environmental beliefs to the individual’s threat to the value object
sense of responsibility can finally be stimulated. This theory supports a consideration of
and their belief in being responsible for their actions, the individual’s sense of responsibility
this study: can tourists’ perceived values directly affect their environmentally responsible
can finally be stimulated. This theory supports a consideration of this study: can tourists’
behaviors? This paper makes the following hypothesis:
perceived values directly affect their environmentally responsible behaviors? This paper
makes
H6: the following
Ecotourists’ perceivedhypothesis:
values have a positive impact on post-tour environmentally responsible
behaviors.
H6. Ecotourists’ perceived values have a positive impact on post-tour environmentally responsible
behaviors.
Combined with the assumption that the ecotourists’ perceived authenticity has a
positive impact onwith
Combined perceived values, we also
the assumption propose
that the followingperceived
the ecotourists’ hypothesis:authenticity has a
positive impact on perceived values, we also propose the following hypothesis:
H7: Perceived values mediate the relationship between perceived authenticity and environmentally
H7. Perceived
responsible values mediate the relationship between perceived authenticity and environmentally
behaviors.
responsible behaviors.
According to the seven hypotheses proposed in this article, the following research
modelAccording to the(Figure
was constructed seven2).
hypotheses proposed in this article, the following research
model was constructed (Figure 2).
Figure 2. Research model.
Figure 2. Research model.
4. Questionnaire Development
The questionnaire in this study was divided into two parts. The first part included
the scale items, and the second part concerned the demographic characteristics, with a
4. Questionnaire Development
The questionnaire in this study was divided into two parts. The first part included
the scale items, and the second part concerned the demographic characteristics, with a
total of 34 questions. The scale contained four variables, with a total of 28 questions. The
questions of perceived authenticity were derived from Kolar and Zabkar [97], Nguyen and
Cheung [114], and Zhang and Yin [115], and the scale was designed from the perspectives
of preferences, expectations, feelings, and ways of contacting others. Examples of scale
items include “It is exactly the same as I expected during my visiting”; “I feel that the nature
landscape such as vegetation and trees are well protected”; and “By traveling here, I get to
connect with locals in a genuine and friendly way”. This study divided perceived value
into four dimensions. The dimension distinctions came from Sweeney and Soutar [112];
they were emotional, social, quality/performance, and price. The questions referred to
Sweeney and Soutar [112], Sanchez et al. [116], Raza et al. [117], Yi et al. [60], Jamal,
Othman, and Muhammad [118], Petrick [119], and Perera and Vlosky [120]. Examples
of scale items include “It is cost-effective to travel to Huangshan”; “This trip makes me
feel many new and different things”; “The service provided at scenic spot makes me
comfortable”; “I can get attention of my friends by sharing the knowledge of this trip in
the circle of friends”. The revisit intention questions came from Sweeney and Soutar [112],
and Perera and Vlosky [120]. Examples of scale items include “I would like to visit here
again”; and “I will recommend my relatives and friends to visit here”. The environmentally
responsible behavior questions referred to Chiu et al. [71], Lee et al. (2013) [121], and Liao
and Satchabut [122]. Examples of scale items include “I will no longer litter and have waste
sorting; and “I am willing to choose and stay in a green hotel and choose environmentally
friendly means of transportation when travelling”. The items were measured using a Likert
five-point scale, which was rated from 1 (completely disagree) to 5 (completely agree).
Demographic characteristics included gender, age, education, travel mode, travel frequency,
and number of visits to destinations.
5. Data Collection
The questionnaire distribution site was the Huangshan Scenic Area in Anhui Province,
China. Huangshan is a World Natural and Cultural Heritage Site. The forest vegetation
coverage is nearly 85%, and the vegetation coverage rate is 93%. It is rich in animal
and plant resources. It was included in the first International Union for Conservation
of Nature (IUCN) green list in 2015. At the same time, the Huangshan Scenic Area is
representative of China’s national parks. It is famous for its unique pines, special rocks,
sea of clouds, and hot springs, attracting many tourists. On the official website of the
Huangshan Scenic Area Management Committee, there are many recommended routes, to
promote “ecological health tourism”. There is even a column to promote the protection of
Huangshan’s resources. At the same time, many measures have been taken to protect the
environment in Huangshan: sanitation workers climb down ropes to pick up garbage from
cliffs; hotels adopt high-standard sewage discharge; water circulation systems and water-
saving equipment are used in scenic spots; and garbage disposal requirements prevent
pollution of the environment. It can be observed that the position of the Huangshan Scenic
Area as an ecotourism scenic spot for scenic area operators is beyond doubt. There are
also certain restrictions on the number of tourists in Huangshan, especially on statutory
holidays. When the number of tourists reaches the limit of 20,000, ticket sales are stopped,
avoiding crowding of the scenic spot.
In December 2021, pilot test surveys were distributed by Questionnaire Star to relatives,
friends, and classmates who had traveled to the Huangshan Scenic Area, to evaluate the
wording, the vocabulary, and whether the respondents had any difficulty in understanding
the questionnaire. The questionnaires were sent out via WeChat, instead of email, to ensure
that everyone had a chance to see and complete them once. Finally, 99 valid questionnaires
were collected, and the questionnaire response rate was 100%. Then, SPSS 23.0 was used
to test the reliability of the samples. Cronbach’s alpha values were all greater than 0.8,
indicating the data showed good consistency, so all 28 questions were kept.
To minimize the non-response bias of the survey, the following measures were taken:
(1) we avoided asking sensitive or confidential information; (2) we ensured the length
of survey was short and that it was easy to understand; (3) we provided incentives; and
(4) the survey was conducted at the research site, to make sure it was returned. The target
population of this research were tourists who visited Huangshan to enjoy ecotourism. The
official questionnaires were issued from 31 December 2021 to 5 January 2022. They were
Sustainability 2023, 15, x FOR PEER REVIEW
distributed using the convenience sampling method. The survey was conducted by a
graduate student from Macau University of Science and Technology and a tour guide from
9 am to 5 pm. The questionnaires were handed out to tourists at the tourist rest hall upon
arrival from the cable car at the top of Huangshan and in the hotel lobby with a large number
6.
of Demographic Profile
tourists in the scenic area of Huangshan. Local snacks were provided as incentives to
tourists who23.0
SPSS were was
willing to complete
used the questionnaire.
for conducting A total of 554
a descriptive questionnaires
statistical were
and reliability a
distributed, of which 502 were valid questionnaires, with an overall response rate of 90%.
With regard to the gender of the respondents, there were 284 males (56.6%) and
males (43.4%). Profile
6. Demographic In terms of the age distribution, the 36–45-year-old group was the
at 31.37%,
SPSS 23.0accounting
was used forforconducting
almost one-third,
a descriptivefollowed
statisticalby
andthose 26–35analysis.
reliability years old at
With regard to the gender of the respondents, there were 284 males
Together, these two age groups accounted for more than half of the tourists. T(56.6%) and 218 females
(43.4%). In terms of the age distribution, the 36–45-year-old group was the highest at
centage of people over 65 years old was the lowest at 0.71%, with only three peopl
31.37%, accounting for almost one-third, followed by those 26–35 years old at 26.65%.
the perspective
Together, of education
these two age groups accountedlevel,forthe
moreproportion
than half of theoftourists.
high school, junior colleg
The percentage
bachelor’s
of people overdegree respondents
65 years old was the was lowestrelatively
at 0.71%, high,
with onlyandthree
the largest
people. number
From the of peo
perspective of education level, the proportion of high school, junior
a bachelor’s degree, accounting for 44.82%. In terms of travel mode, most peoplecollege, and bachelor’s
degree respondents was relatively high, and the largest number of people had a bachelor’s
223) chose to travel with relatives and friends, accounting for 44.42%; followed b
degree, accounting for 44.82%. In terms of travel mode, most people (about 223) chose to
choosing
travel with travel
relativesagencies (about
and friends, 123 people),
accounting for 44.42%; accounting
followed by for those24.50%.
choosingThis was ma
travel
cause the
agencies tourists
(about who come
123 people), to Huangshan
accounting for 24.50%. are
Thisusually
was mainlyfamilies.
becauseRegarding
the tourists the fre
of
who tourists
come tocoming
Huangshan to are
Huangshan, 282 people
usually families. Regarding hadthe come for ofthe
frequency first coming
tourists time, accoun
to Huangshan, 282 people had come for the first time, accounting
56.18%. Only 8.02% had come to Huangshan more than three times (Figures for 56.18%. Only 8.02% 3–8).
had come to Huangshan more than three times (Figures 3–8).
Figure 3.3.Gender
Figure Genderdescriptive statistics
descriptive of tourists.
statistics of tourists.
Figure 3. Gender descriptive statistics of tourists.
Sustainability 2023, 15, x FOR PEER REVIEW
Figure 4.4.Age
Figure Agedescriptive statistics
descriptive of tourists.
Figure 5. Education level descriptive statistics of tourists.

Figure 6. Accompanying person (people) descriptive statistics of tourists.
Figure 6.
Figure Accompanyingperson
6.Accompanying person (people)
(people) descriptive
descriptive statistics
of tourists.
ustainability 2023, 15, x FOR PEER REVIEW 14 of 26
Figure 7. Travel frequency statistics of tourists.

Figure 7. Travel frequency statistics of tourists.
Descriptive
Figure 8.statistics
Figure 8. Descriptive of thestatistics
number ofof the number
visits of visitsMountain.
to Huangshan to Huangshan Mountain.
7. Reliability Analysis
This study used Cronbach’s alpha and corrected item–total correlation (CITC) to test
reliability. As shown in Table 1, the Cronbach’s alpha value of each scale was above 0.8,
7. Reliability Analysis
This study used Cronbach’s alpha and corrected item–total correlation (CITC) to test
reliability. As shown in Table 1, the Cronbach’s alpha value of each scale was above 0.8,
indicating that the scale had good internal consistency. CITC is usually utilized to confirm
whether an item needs to be deleted. Generally, when the CITC value is lower than 0.4,
the item needs to be deleted, because this means that the correlation between the items is
very low [123]. As shown in Table 2, the CITC values of all questions were above 0.4, so
all questions were retained. According to the combined Cronbach’s alpha and CITC, the
reliability of the scale used in this study was good.
Table 1. Reliability analysis (Cronbach’s alpha).
Cronbach’s Alpha
Perceived authenticity 0.904
Perceived value 0.914
Monetary value 0.812
Quality value 0.898
Emotional value 0.854
Social value 0.842
Revisit intention 0.809
Environmentally responsible behaviors 0.869
Table 2. Reliability analysis (CITC).
Item Corrected Item–Total Correlation (CITC)

Perceived authenticity
PA1 0.738
PA2 0.807
PA3 0.777
PA4 0.727
PA5 0.660
PA6 0.707
Monetary value
PVM1 0.541
PVM2 0.571
PVM3 0.544
Quality value
PQ1 0.722
PQ2 0.643
PQ3 0.648
PQ4 0.703
PQ5 0.672
Emotional value
EV1 0.550
EV2 0.595
EV3 0.586
EV4 0.606
Social value
SV1 0.584
SV2 0.633
SV3 0.624
Revisit intention
RI1 0.590
RI2 0.726
RI3 0.662
Environmentally responsible behaviors
ERB1 0.645
ERB2 0.811
ERB1 0.718
ERB4 0.707
8.8.Scale
ScaleVerification
Verificationby
byConfirmatory
Confirmatoryfa8.
fa8.Scale
ScaleVerification
Verification by
by Confirmatory
Confirmatory Factor
Factor
Analysis
Analysis(CFA)
(CFA)
The
Theperceived
perceivedvaluevaluescale
scaleincluded
includedfour fourdimensions:
dimensions:emotional,
emotional, social, quali-
social, qual-
ty/performance,
ity/performance, and and
priceprice
[112].[112].
To testTothetest
scale’s
the validity, a confirmatory
scale’s validity, factor analysis
a confirmatory factor
was conducted
analysis by runningby
was conducted Amos Graphics
running Amos 23.0. The hypothetical
Graphics measurementmeasure-
23.0. The hypothetical model
was
ment model was assessed against its goodness-of-fit with the sample data (n 9).
assessed against its goodness-of-fit with the sample data (n = 502) (Figure A
= 502)
number
(Figureof9).goodness-of-fit statistics, such statistics,
A number of goodness-of-fit as the ratio suchofaschi-square
the ratio ofto chi-square
the degrees to of
the
freedom
degrees(i.e.,
of freedom (i.e., x2 /df), comparative
x2/df), comparative fit index (CFI), incremental
fit index fit index (IFI),
(CFI), incremental and root
fit index (IFI),
mean
and square errorsquare
root mean of approximation (RMSEA) were
error of approximation used aswere
(RMSEA) measurement criteria. The
used as measurement
test resultsThe
criteria. demonstrated
test resultsthat the measurement
demonstrated that themodel was acceptably
measurement modelaligned with the
was acceptably
data. The ratio
aligned with of thedata.
the x2 to the
Thedegrees
ratio ofofthe x2 to the
freedom (x2/df = 1.5) and
degrees (x2 /df = 1.5)
other goodness-of-fit
of freedom
and other
indices (CFIgoodness-of-fit
= 0.99, IFI = 0.95,indices
and (CFI = 0.99,=IFI
RMSEA = 0.95,
0.03) wereandinRMSEA
accordance= 0.03) were
with thein
accordance with the(1well-accepted 2
well-accepted criteria < x /df <3, CFIcriteria
2 (1 < x >/df
> 0.90, NNFI <3,
0.90, CFI
and > 0.90,≤NNFI
RMSEA > 0.90, and
0.08) [124,125].
RMSEA ≤ 0.08) [124,125].
Figure 9. Perceived value measurement model.
Figure Following
9. Perceivedmodel
value measurement
detection, themodel.
composite reliability, convergent validity, and discrimi-
nant validity were assessed. As shown in Table 3, the composite reliability estimates ranged
fromFollowing model
0.81 to 0.90 detection,
(greater thecut-off
than the composite
value reliability, convergent
of 0.6). Bagozzi validity,
and Yi [126] andand dis-
Nunnally
criminant validity
and Bernstein were
[127] assessed. Asa shown
demonstrated in Table
satisfactory 3, theconsistency
internal composite ofreliability
multipleestimates
indicators
ranged from
for each 0.81 toAdditionally
variable. 0.90 (greater indicated
than the cut-off
in Tablevalue
4 areofthe
0.6). Bagozzi
factor and Yi
loadings, [126] and
ranging from
Nunnally and Bernstein [127] demonstrated a satisfactory internal consistency of
0.70 to 0.82, which were all larger than 0.5, and the AVE results of the five latent variables multi-
ple indicators
were for each
satisfactory variable.
(≥0.5), whichAdditionally indicated invalidity.
established convergent Table 4 are the factor
As shown loadings,
in Table 5, the
ranging from 0.70 to 0.82, which were all larger than 0.5, and the AVE results
AVEs of each latent variable were greater than the squared correlation coefficients of of the five
the two
latent variables were
corresponding satisfactory (≥0.5),
inter-constructs; which established
and according to Fornellconvergent
and Larckervalidity. As shown
[128], discriminant
invalidity
Table 5,was
theconfirmed.
AVEs of each latent variable
In summary, were greater
the measurement modelthanproved
the squared
the good correlation
validity of
coefficients of the two corresponding inter-constructs; and according to Fornell and
the latent variables.
Table 3. Convergent validity analysis.
Variables Factor Loadings AVE CR

Monetary value 0.700 0.594 0.814
Quality value 0.820 0.644 0.900
Emotional value 0.710 0.597 0.855
Social value 0.770 0.646 0.845
Table 4. Discrimination validity test.
Social Value Emotional Value Quality Value Monetary Value

Social value 0.621
Emotional value 0.111 0.397
Quality value 0.125 0.129 0.799
Monetary value 0.150 0.097 0.233 0.663
AVE 0.557 0.517 0.648 0.518
Table 5. Structural equation model path coefficient.
Standard
S.E. C.R. p
Estimates (>0)
Perceived authenticity → Perceived value 0.211 0.072 2.948 ***
Perceived value → Revisit intention 0.413 0.141 2.918 ***
Perceived authenticity → Revisit intention 0.303 0.106 2.870 ***
Environmentally
Perceived value → 0.586 0.143 4.092 ***
responsible behaviors
Environmentally
Perceived authenticity → 0.297 0.107 2.781 ***
responsible behaviors
Note. Correlation coefficient estimates (*** at p < 0.001) were generated from Amos Graphics.
9. Structure Equation Model (SEM)

This study used AMOS23.0 to build an SEM model, to test the relationship between
variables. The corresponding path coefficient was obtained through this operation, and it
was determined whether the relationship between the hypothetical variables was estab-
lished and whether the path was established. In general, the statistics critical ratio (C.R.)
and p value are used to judge whether the path between variables is significant. When the
critical ratio is greater than 1.96 and the p value is less than 0.05, the effect is significant
and has statistical significance. When the p value is less than 0.001, it is very significant,
and is generally replaced by “***”. Table 5 shows the final results of the standardized path
coefficient table. First, regarding the effect of perceived authenticity on perceived value,
its C.R. value was 2.948, and the p-value appeared to be very significant, supporting this
hypothesis. The C.R. values of perceived authenticity for revisit intentions and environ-
mentally responsible behaviors were 2.918 and 2.870, respectively, and the p values were
also very significant. The C.R. values of the perceived values of revisit intentions and
environmentally responsible behaviors were 4.092 and 2.781, respectively, and the p values
were significant. Therefore, this hypothesis was confirmed to be true. It can be concluded
that the five previously assumed paths were all established.
In order to judge whether perceived value played a mediating role in the perceived
authenticity, revisit intentions, and environmentally responsible behaviors, this study
utilized the SPSS 23.0 Process plug-in to test the mediating effect and model 4 to analyze
the hypotheses, and adopted the bootstrap self-helping method to test the mediating effect
of the four dimensions of perceived values and the overall impacts, with a sample size of
5000. This method determines whether there is a mediating effect, by checking whether the
95% confidence interval contains 0 between the lower bound confidence interval and upper
bound confidence interval. Regarding the effect proportions, if a and b are significant and
c’ is not, they are fully intermediated; if there is a partial mediation, the calculation formula
of the effect proportion becomes a*b/c; if it is a suppressing effect, the effect size is the ratio
of the mediation effect to the direct effect, and the calculation formula is |a*b/c| [129]. The
results are shown in Table 6; the confidence intervals of the two mediations did not contain
0, and the effect proportions were 27.801% and 31.143%, both of which were a*b/c. Thus,
the mediation effect was established, and they were all partial intermediaries.
Table 6. Results of the mediating effect test.
Item Total Effect (c) Mesomeric Direct Effect (c’) 95% BootCI Calculation Proportion Inspection
Effect (a*b) Formula of Effects Conclusion
of Effect
Proportion
Perceived 0.454 0.126 0.328 0.087~0.165 a*b/c 27.801% Partial
authenticity =i mediation
Perceived
value =i
Environmentally
responsible
behaviors
Perceived 0.462 0.144 0.318 0.097~0.175 a*b/c 31.143% Partial
authenticity mediation
=iPerceived
value =i
Revisit
intention
10. Results and Discussion

From the descriptive statistical analysis, we observed that the proportion of males was
higher than that of females, and the age group was mainly young and middle-aged. The
highest level of educational attainment was undergraduate. This research was conducted
in the Huangshan Scenic Area in winter, and the conclusion was similar to that of Gill and
Adele [130], who suggested that mountaineering is strongly associated with masculinity. The
education level was related to tourists’ willingness to participate in ecotourism activities
and to develop their own awareness of environmental protection [131], so people with more
education were more willing to visit ecotourism destinations to carry out tourism activities.
This study concluded that tourists’ perceived authenticity and perceived values were
positively correlated, confirming that perceived authenticity can be an important predictor
of perceived values in ecotourism. This was exactly the conclusion of Liang et al. [94]. In a
study of Airbnb consumers’ repurchase intentions, perceived values, and perceived risk,
Liang et al. [94] found that perceived authenticity plays a significant role in reducing Airbnb
consumers’ perceived risk and positively impacts their perceived values. When tourists go
sightseeing in tourist sites, they filter the environmental information they receive and thus
generate perceptions [132]. Both perceived authenticity and perceived values originate
from tourists’ own feelings during sightseeing, so it is not difficult to understand that there
is a correlation between them.
Perceived authenticity had a positive effect on environmentally responsible behaviors,
which was consistent with the research conclusion of Dai et al. [133]. Dai [133] found
that in heritage tourism, tourists’ perceived authenticity can indirectly influence their
environmentally responsible behavior, through destination emotion and tourism quality;
while this study found that ecotourism tourists’ perceived authenticity had a direct impact
on environmentally responsible behaviors. Tourists’ perceptions of the original ecology
of ecological scenic spots directly triggers their intentions to protect the environment and
then affect their related behaviors.
The results of this study also indicated that tourists’ perceived values are related to
their revisit intentions. This is consistent with the findings of Yen [109]. Yen [109] proposed
that consumers’ perceived values in wine tourism attractions are positively correlated
with tourists’ revisit intentions. Valuable activities in the winery can motivate tourists to
return. In ecotourism, managers of scenic spots can design similar valuable activities to
meet tourists’ perceived needs for original ecological scenery and enhance their willingness
to return.
He et al. [111] explored the relationship between tourists’ overall perceptions and
environmentally responsible behaviors, and the results indicated that tourists’ perceptions
can positively affect environmentally responsible behaviors. In their research, perceived
value was only a factor in the overall perception. The difference in this study is that it
considered perceived value as a more complex and multi-dimensional variable, and the
research conclusions were more accurate and comprehensive. If ecotourism scenic spots
are to develop sustainably, their managers can begin by enhancing the perceived values
of tourists, so that they can obtain information during the sightseeing process, thereby
affecting their environmentally responsible behaviors.
11. Theoretical Contribution

With the vigorous development of ecotourism research, research on perceived authen-
ticity is thus necessary. For ecotourism scenic spots, maintaining sustainable development
requires the protection of ecological authenticity and the preservation of the authenticity of
the scenic spots. Tourists’ perceptions of the authenticity of a tourist destination motivate
them to travel to that destination [98]. In the process of tourism, perceived authenticity also
affects tourists’ behavioral intentions to a certain extent [62]. This article introduced the
concept of perceived authenticity into ecotourism, which provides a new theoretical idea
for studying the sustainable development of ecotourism.
In the research on perceived authenticity and perceived values, the effects of the two
on behavioral intentions or post-tour behaviors have been confirmed, but few studies have
combined these two variables and utilized perceived value as an intermediary variable.
The results of this study found that perceived values can play a partial mediating role be-
tween perceived authenticity and tourists’ revisit intentions and post-tour environmentally
responsible behaviors, expanding the scope of research on perceived values and proposing
new research directions.
In addition to studying the direct impact of perceived value on environmentally
responsible behaviors, it was also used as an intermediary variable to explore its role
between perceived authenticity and environmentally responsible behaviors. As research on
the relationship between perceived authenticity and environmentally responsible behaviors
in ecotourism is rare, this study has filled a gap in the knowledge on the impact of perceived
authenticity on environmentally responsible behaviors, laying a foundation for further
related research.
12. Practical Implications

With the improvement of awareness of environmental protection, ecotourism has
become increasingly popular among domestic tourists. The managers of ecotourism scenic
spots not only need to attract new tourists, but also to encourage former tourists to return to
their destinations. From a certain point of view, this can help scenic spots reduce publicity
costs and bring a relatively stable income. It is necessary for the scenic spot to continuously
improve the tourists’ sense of experience and meet the psychological expectations of
tourists, and closely related to this is the perception of tourists during their travels.
Tourists attach importance to the authenticity of a tourist destination, and they will
have their own expectations through the information collected in the early research stage
and will appreciate the actual landscape, architecture, and scenery. Operators of ecotourism
scenic spots can meet the tourists’ authenticity expectations through tourists’ participation
in the tourism process and conduct research and feedback in a timely manner, to protect
the unique cultural customs of scenic spots.
The restoration of authenticity can refer to the cultural background and customs of the
geographical location of the scenic spot. The architectural restoration of some key scenic
spots, the inheritance of culture, and the relics of famous people all stimulate tourists’
perception of the authenticity of the area to some extent. At the same time, the management
of the scenic spot must improve the maintenance of the original landscape, such as trees,
and ensure the ecological maintenance of the scenic spot when there are fewer tourists,
such as on non-holidays.
Nowadays, many scenic spots launch “staged” performances and activities aiming
to retain tourists’ perceived authenticity. Scenic areas can combine local culture and
characteristic geological landforms to host valuable interactive experiences, such as stage
plays and folk performances, so that tourists can not only indulge in the charm of natural
landscapes, but also be entertained and educated.
As tourists’ revisit intentions and environmentally responsible behaviors are highly
influenced by their perceived authenticity and the value of destinations, cross-sectoral
organizational stakeholders (e.g., public authorities, industry practitioners, and non-profit
organizations that opt to develop ecotourism destinations) are urged to cooperate in
planning policies aimed at continuously improving the quality of (eco-)tourism products
and/or services, as well as incentivizing (eco-)tourism marketing campaigns. To bring a
holistic destination image and ethical responsibility to an ecotourism destination is to use
participatory governance approach, where decision-making process does not rely solely
on government [134,135].
13. Research Limitation and Future Direction

This study has the following shortcomings: First of all, the samples were collected mainly
in winter, which is not the peak tourist season for most ecotourism scenic spots. It was
observed from the descriptive analysis that a certain degree of seasonal factors will affect
tourists’ willingness to travel. Therefore, subsequent research can take the whole year as a time
period and collect samples during different seasons, to exclude these seasonal effects. Second,
we selected the Huangshan Scenic Area in Anhui Province as the research site. Although the
Huangshan Scenic Area is a very representative ecotourism destination in China, it may only
represent a certain type of ecotourism scenic spot, and similar research in the future could
be conducted in other types of ecotourism destinations. Finally, collaborative networks can
be considered for future pursuits, given that the embeddedness of stakeholders echoes the
nature of sustainability-driven policy making in eco-tourism [136–139]. Such mechanisms
are likely to stimulate a more multidisciplinary approach in the policy field and enhance the
theoretical development of eco-tourism research [140].
Author Contributions: Conceptualization, L.Y.; Methodology, L.Y.; Software, L.Y.; Validation, H.M.L.,
X.H. and Y.Z.; Formal Analysis, L.Y.; Investigation, L.Y.; Data Curation, L.Y.; Writing—Original
Draft Preparation, H.M.L.; Writing—Review and Editing, X.H., H.M.L. and Y.Z.; Visualization,
L.Y.; Supervision, H.M.L.; Project Administration, H.M.L. All authors have read and agreed to the
published version of the manuscript.
Funding: This study received no external funding.
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Not applicable.
Data Availability Statement: Not applicable.
Conflicts of Interest: The authors declare no conflict of interest.
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sustainability

Sustainability 2023, 15, 1551. https://doi.org/10.3390/su15021551 https://www.mdpi.com/journal/sustainability

endogenously interdisciplinary state of ecotourism has been widely recognized by the

Sustainability 2023, 15, 1551 2. Literature Review 3 of 23

2.2. Tourists’ Perceived Authenticity

2.3. Tourists’ Perceived Value

2.4. Tourists’ Behavior Intention

2.5. Environmentally Responsible Behavior

ecotourism [83]. Similar concepts of environmentally responsible behavior include envi-

H1. Ecotourists’ perceived authenticity has a positive impact on perceived values.

Figure 2. Research model.

Figure 2. Research model.

Sustainability 2023, 15, x FOR PEER REVIEW

Figure 5. Education level descriptive statistics of tourists.

Sustainability 2023, 15, 1551 12 of 23

Figure 5. Education level descriptive statistics of tourists.

Figure 6. Accompanying person (people) descriptive statistics of tourists.

ustainability 2023, 15, x FOR PEER REVIEW 14 of 26

Figure 7. Travel frequency statistics of tourists.

Table 1. Reliability analysis (Cronbach’s alpha).

Table 2. Reliability analysis (CITC).

Item Corrected Item–Total Correlation (CITC)

Figure 9. Perceived value measurement model.

Table 3. Convergent validity analysis.

Variables Factor Loadings AVE CR

Table 4. Discrimination validity test.

Social Value Emotional Value Quality Value Monetary Value

Table 5. Structural equation model path coefficient.

9. Structure Equation Model (SEM)

Table 6. Results of the mediating effect test.

10. Results and Discussion

11. Theoretical Contribution

12. Practical Implications

13. Research Limitation and Future Direction

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