02031nas a2200313   4500000000100000000000100001008004100002260000800043653002900051653001400080653001200094653002700106653002800133653002100161653002200182653001500204653002300219653002100242100001400263700001600277700001300293700001500306245009700321856015400418300001200572490000700584520110600591022002001697       2018                            d  caug10aexistential authenticity10aGuangdong10aLoyalty10aPerceived authenticity10aPostmodern authenticity10aheritage tourism10aHistoric building10aperception10atourism management10atourist behavior1 aXiaoli Yi1 aXiaoxiao Fu1 aLarry Yu1 aLiao Jiang00aAuthenticity and loyalty at heritage sites: The moderation effect of postmodern authenticity  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85042675807&doi=10.1016%2fj.tourman.2018.01.013&partnerID=40&md5=5ef24260e0fbd862a0a146daaf84ae1f  a411-4240 v673 aAuthenticity and postmodern authenticity are often regarded as contradictory, and the two are rarely considered simultaneously by researchers. Taking as research cases two Chinese World Heritage Sites, Kaiping watchtowers in Guangdong province and Yongding earth building in Fujian province, this study constructed a relationship model of perceived authenticity, existential authenticity, and loyalty by examining the effects of tourists  perceptions of the authenticity of tangible and intangible heritage on tourists  existential authenticity and destination loyalty, as well as the relationship between existential authenticity and destination loyalty. Building upon the relationship model, this study further examined the moderating role of postmodern authenticity on the relationship between perceived authenticity and existential authenticity. Results indicated that postmodern authenticity moderates the influence of architectural heritage on existential authenticity: the higher the level of postmodern authenticity, the lower the effect. Theoretical and management implications are discussed.  a02615177 (ISSN)