How do aesthetics and tourist involvement influence cultural identity in heritage tourism? The mediating role of mental experience.

As heritage is the precious treasure of human society, heritage also carries the genes of culture. It is of vital importance to effectively develop heritage tourism resources and explore the mechanisms that influence tourists' cultural identity. This study has integrated the stimulus-organism-response (SOR) framework with the attitude-behavior-context (ABC) theory to construct a hypothetical model of heritage tourism aesthetics, tourist involvement, mental experience, and cultural identity so as to figure out their relationships. The questionnaires were collected to investigate the impact paths and mechanisms between heritage aesthetics, tourist involvement, mental experience, and cultural identity. The structural equation model was used to examine the relationship between heritage tourism aesthetics, tourist involvement, mental experience, and cultural identity. The main findings include: (1) the positive impact of aesthetics driving mental experience and cultural identity is significant; (2) the impact of tourist involvement on mental experience and cultural identity is also significant; (3) the impact of aesthetics on cultural identity is not significant, but mental experience mediates the relationship between aesthetics and cultural identity in heritage tourism. This study provides a new research framework and perspective for the aesthetics, tourist involvement, mental experience, and cultural identity of tourists in heritage tourism. This study also provides practical implications for government culture sectors to propagandize culture and for heritage destination managers to better manage heritage sites.