A survey of 300 Chinese visitors to nomadic community-based tourism in Mongolia found that cultural authenticity strengthened experiential value, place attachment, and satisfaction. Sustainable behaviour was linked primarily through meaningful experience and emotional attachment, while satisfaction alone had no significant effect, supporting an S–O–R pathway.
Key findings
- Cultural authenticity improved experience value, place attachment, and satisfaction. • Experience value and place attachment mediated sustainable tourist behaviour. • Satisfaction alone was not a significant driver of sustainable behaviour.
Why this matters globally
Sustainable tourism should not be judged by satisfaction alone. Designing respectful, meaningful experiences that build attachment may better support responsible behaviour in traditional communities balancing income and cultural continuity.
Thai researcher contribution
Researchers from Sripatum University, Mahasarakham University, and Burapha University contributed cross-border evidence from Mongolia’s nomadic tourism context.
Limitations to consider
The cross-sectional, self-reported sample of Chinese tourists cannot establish causality or long-term behaviour and may not represent other visitor groups or nomadic destinations.
Verify the original sources
SustainabilitySustainability↗DOI: 10.3390/su18147168