From tourist-perceived authenticity to storytelling tendency: the mediating role of well-being in agricultural heritage tourism

Abstract

Authenticity links tourist experiences with narrative communication in agricultural heritage tourism. Drawing on the Cognition–Affect–Behavior framework, this study models the relationships among perceived authenticity, well-being, and storytelling tendency. Data from 402 visitors to Hongcun, Chengkan, and Xixinan in Anhui, China, were analyzed using PLS-SEM. The results show that perceived authenticity comprises ecological experience, cultural interaction, heritage reminiscence, personal reflection, and continuity of tradition. Psychological and subjective well-being mediate the relationships between perceived authenticity and storytelling tendency, although support varies across dimensions. Cultural interaction has a significant indirect effect only through psychological well-being, while neither indirect pathway involving personal reflection is significant. These findings provide a theoretical basis for conserving living heritage and communicating heritage values in traditional villages.