An empirical study on cultural identity measurement and its influence mechanism among heritage tourists

In the effort to integrate culture and tourism, an important strategy for the prosperity and sustainability of tourism, it is necessary to factor in tourists' cultural identity and emotional interaction with cultural heritage to keep pace with the trends of cultural heritage tourism. Drawing on in-depth interviews and software such as Nvivo and Smart-PLS, this study aims to develop and verify cultural identity measures for cultural heritage tourists, construct a theoretical model of cultural identity, travel experience, place attachment, satisfaction, and revisit intention, and verify the theoretical relationship between these dimensions in the Archaeological Ruins of Liangzhu City. The results show that cultural identity is positively associated with travel experience and place attachment but not significantly associated with satisfaction; travel experience is positively associated with place attachment and revisit intention; place attachment is positively associated with satisfaction; place attachment is positively associated with revisit intention; satisfaction is positively associated with revisit intention. This qualitative and quantitative research enriches the theoretical achievements concerning cultural identity among cultural heritage tourists and proposes recommendations for management practice accordingly.