The influence of perceived authenticity on pilgrimage image in the Dajia Mazu pilgrimage

This study examines the causal relationship between different dimensions of perceived authenticity and pilgrimage image in the Dajia Mazu Pilgrimage. A questionnaire was developed based on a literature review of six latent variables: objective authenticity, existential authenticity, constructive authenticity, cognitive image, affective image and conative image. Self-administered questionnaires were distributed at each Mazu palanquin resting temple during the pilgrimage period (8–17 April 2022). Overall, 565 valid responses were collected. The findings indicate that objective authenticity can significantly influence constructive and existential authenticity, and cognitive image can significantly influence affective image, which, affects conative image. However, constructive authenticity cannot influence existential authenticity. Moreover, objective authenticity can significantly influence cognitive and affective image, whereas constructive authenticity only influences cognitive image, and existential authenticity can significantly influence cognitive and affective image. Our findings expand knowledge of the theoretical framework based on different theoretical backgrounds and provide several theoretical insights. The managerial and practical implications of this study are also presented.