Introduction: This study proposed a model based on Izard’s theory of differential emotions to examine the effects of heritage nostalgia on perceived authenticity towards tourist satisfaction and the moderation of self-congruity in Chinese niche tourism.
Methods: We examined descriptive statistics to obtain an overview of the sample by using computer program SPSS 22. Then, for evaluation, partial least squares structural equation modelling (PLS-SEM) was employed as the appropriate statistical tool, and the statistical approach was implemented using the Smart PLS 3.0 computer program.
Results: The results of partial least squares structural equation modelling showed that heritage nostalgia positively affects existential and object-based authenticity. Existential and object-based authenticity positively influences tourist satisfaction. Self-congruity positively moderates the relationship between existential or object-based authenticity and heritage nostalgia.
Conclusion: The linkage mechanism of tourists’ psychology and behavior in heritage tourism has been explored, the internal mechanisms such as heritage nostalgia, tourists’ authenticity and tourists’ satisfaction have been discovered, and the internal mechanism of tourists’ consistency of psychology and behavior has also been explained.
Keywords: heritage nostalgia, perceived authenticity, tourist satisfaction, self-congruity, niche tourism