Investigation on driving mechanism of heritage tourism consumption: a multi-method analytical approach

In the heritage tourism consumption, it is essential to investigate how heritage tourist motivation and perceived authenticity affect their approach behavioural intentions through destination image and satisfaction. This study combined quantitative and qualitative approaches, involving covariance-based structural equation modelling (CB-SEM), fuzzy-set qualitative comparative analysis (fsQCA), and the event-based narrative inquiry technique (EBNIT) to evaluate the antecedents for driving mechanism of heritage tourism consumption. Meanwhile, the moderating role of tourist inconveniences was identified in the formation process of approach behaviours. A sample of 646 Chinese travelers who visited the Emperor Qinshihuang's Mausoleum Site Museum was used for data analysis.