THE INFLUENCE OF PERCEIVED AUTHENTICITY AND NOSTALGIC EMOTION ON MEMORABLE TOURISM EXPERIENCES: EVIDENCE FROM HERITAGE VISITORS TO HUE CITY, VIETNAM

Abstract

In the context of heritage tourism, authenticity and nostalgia are regarded as core elements shaping memorable tourism experiences. This study examined the effects of three dimensions of perceived authenticity (object-based, constructive, and existential) and two forms of nostalgia (personal and historical) on tourists’ memorable experiences in Hue City. Data were collected from 240 domestic and international visitors in 2024 and analyzed using factor analysis and linear regression. The findings revealed that object-based authenticity and both forms of nostalgia exert positive and statistically significant effects on memorable tourism experiences, with personal nostalgia emerging as the strongest predictor. In contrast, constructive and existential authenticity showed no significant effects, reflecting the contextual characteristics of Hue’s heritage tourism, where experiences are influenced more by preservation practices, collective cultural values, and institutionalized interpretations than by individual meaning-making. Theoretically, this study contributes to expanding the cognition–affect framework in heritage tourism by clarifying the differentiated roles of authenticity and nostalgia in shaping memorable experiences. Practically, the findings highlight the importance of preserving original heritage values and designing evocative, memory-based experiences to strengthen tourists’ emotional attachment and cultural connection to destinations such as Hue City.