Tourists’ Need for Uniqueness as a Representation of Differentiated Identity

This study aims to examine the relationship between tourists’ need for uniqueness (TNFU), perceived authenticity, tourists’ emotions, and their behavioral intentions in a heritage context. A proposed conceptual model is tested using the data generated from a convenient sample of 474 tourists visiting Cappadocia Göreme National Park, a natural and cultural heritage destination in Turkey. Using the partial least squares technique, the findings confirm that tourists’ need for uniqueness influences object-based authenticity and existential authenticity. Object-based authenticity and existential authenticity affect tourists’ emotions. Also, the tourist’s emotions affect their behavioral intentions. The model is further examined from a nationality perspective through a multigroup analysis. The effect of avoidance of similarity on TNFU is greater in European tourists. Also, the effect of TNFU on object-based authenticity is greater in Asian tourists. Further, the effect of object-based authenticity on tourists’ emotions is greater in Asian tourists. Discussions and implications for destination marketers, limitations, and suggestions for future research are also provided.