Abstract

This study examines the effects of perceived authenticity at historical sites on tourists’ experience quality, satisfaction, and electronic word-of-mouth (eWOM) within the Stimulus–Organism–Response (S–O–R) framework. Data collected from 350 tourists at three historical sites in Ho Chi Minh City were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that all three dimensions of authenticity positively affect experience quality and satisfaction. Existential authenticity has the strongest effect on experience quality (β = 0.403), whereas objective authenticity has the strongest effect on satisfaction (β = 0.310). Experience quality positively affects satisfaction (β = 0.380), which, in turn, promotes eWOM (β = 0.433). Aesthetic experience also positively moderates the relationships between all three dimensions of authenticity and satisfaction. The study extends the application of the S–O–R framework to historical-site tourism in Vietnam and offers managerial implications for enhancing tourists’ experiences, satisfaction, and positive online communication.

Keywords: Aesthetic experience, authenticity, electronic word-of-mouth, experience quality, tourist satisfaction.