A Multimethod Multilevel Study of Heritage Transmission: The Role of Culture on Tourist Interest and Authenticity

The objective of this research is to explore cultural heritage transmission by means of documentary films. Based on a mixed-methods approach, the results suggest that there is a predominant stereotype of cultural heritage being portrayed by the media. A distinction between staged and genuine authenticity from the stakeholder perspective is also revealed. The results further indicate a cross-level linkage between national culture, tourist cultural interest, authenticity sought, and cultural motives. By using the hierarchical linear modeling approach, this research reveals cross-level mediation and moderation from the cultural level on the individual level. This study advances the literature by understanding the critical role of national cultural origin on tourist interest and the degree of authenticity that tourists seek, as well as on their cultural heritage motives and consumption patterns. It suggests a cultural divide in heritage tourism and shows that culture can be a barrier or a facilitator of mindfulness.