Explaining the Role of Experience Economy Components on Tourist Behavior with the Moderating Role of Authenticity (Case Study: Golestan Palace, Tehran)

Document Type : Original Article

Authors

1 Assistant Professor, Department of Iranian Studies, Vali-e-Asr University of Rafsanjan, Iran.

2 Assistant Professor, Department of Tourism Policy and Development, Faculty of Tourism, University of Tehran, Tehran, Iran

3 Master of Science in Tourism Development Planning Management, University of Mohaghegh Ardabili, Faculty of Social Sciences, Department of Public administration and Tourism, Ardabil, Iran

Abstract

Context and Purpose: Experience economy, focusing on creating unique, multi-sensory, and meaningful experiences, shapes the economic value and lasting memories of tourists by offering educational, esthetic, and entertaining experiences. The aim of the present study is to investigate the impact of esthetics on the educational and entertainment experience of Golestan Palace visitors, the impact of educational and entertainment experience on tourists' memory and behavior, and the moderating role of authenticity in these relationships.
Design/methodology/approach: This research is applied in terms of purpose and descriptive-survey in terms of data collection method. The conceptual model was tested using structural equation modeling (SEM) techniques based on the partial least squares (PLS) method and Smart-PLS software. Data were collected thru a standardized questionnaire, and the reliability and validity of the measurement model were confirmed through factor loadings, Cronbach's alpha, composite reliability, convergent validity (AVE), and discriminant validity (Fornell-Larcker criterion). The structural model fit was also evaluated using R² indices and the significance of path coefficients (t-values).
Findings: According to the results, esthetics has a strong and significant impact on the learning and entertainment experience. Both educational and entertainment experiences have a positive and significant impact on tourists' memory and behavior. The moderating role of authenticity in the relationship between education and memory/aesthetics with entertainment was not significant, and the related hypotheses were rejected.
Conclusion: Esthetic components, education, and entertainment play a key role in creating lasting memories and positive post-visit behaviors. It is recommended to use interactive and multimedia technologies, esthetic optimization of the environment, and fun activities to enhance the visitor experience. Preserving historical and cultural authenticity also naturally guaranties the credibility of the experience.
Originality/value: This research contributes to the literature on the economics of experience in heritage tourism by focusing on Golestan Palace as a specific cultural heritage site.

Keywords

References

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Tourism and hospitality marketing research
Volume 3, Issue 2 - Serial Number 5
Autumn and Winter
September 2025
Pages 195-220

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