The Reign of Homogeneity, Unmet Promise of Diversity: How Perceived Commercialization Influences Tourist Consumption Intention in Historical Streets

ABSTRACT This study examines how perceived commercialization influences tourists' consumption intention in historical streets. Drawing on the customer journey perspective, perceived commercialization is conceptualized as a multidimensional construct comprising commercial streetscape, commodity diversity, product homogeneity, and cultural homogeneity. Using survey data from 1347 respondents, the study investigates the psychological mechanisms linking commercialization perceptions to consumption intention through perceived warmth and competence, and the moderating role of perceived consumption value. The results revealed differentiated effects of commercialization dimensions. Commodity diversity enhances consumption intention by strengthening perceived competence, whereas a highly commercialized streetscape reduces consumption intention through diminished perceived warmth. Product and cultural homogeneity negatively affect consumption intention via both mediators. Moderated mediation analysis indicates perceived competence operates consistently across consumption value conditions, whereas the indirect effect of perceived warmth strengthens when tourists perceive low consumption value. Findings advance understanding of the dual heritage‐consumption nature of historical streets and provide guidance for managing commercialization in heritage destinations.