The moderating role of authenticity between experience economy and memory? The evidence from Qiong Opera

Scholars have used the experience economy to analyze the behavior of tourists. However, in the field of intangible cultural heritage (ICH) tourism, the relationship between the experience economy and the behavior intention of tourists has not been studied. Scholars also point out that the relationship between the four dimensions of the experience economy is not static, and that aesthetic experience may be predictive of other dimensions. This study uses aesthetic experience as the starting point and constructs a theoretical model that includes the experience economy, the memories of ICH tourists, the perception of authenticity, and behavioral intentions. Qiong Opera, part of China’s national intangible cultural heritage, is used as a scenario in which to conduct empirical research. The results show that education, entertainment, and escape play a mediator role in the relationship between aesthetics and memory; memory plays a complete mediator role in the relationship between education, entertainment, escape, and behavioral intention; and authenticity plays a moderator role in the relationship between education, entertainment, escape, and memory. This study introduces the experience economy into ICH tourism. While expanding the application field of experience economy theory, it also provides theoretical and management inspiration for ICH tourism development.