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A very good understanding and knowledge about the tourists’ perceptions are of critical importance for the management and marketing of tourism destinations and sites of all types. The aim of this study was to investigate the perceived authenticity and its relationship with perceived value and loyalty of tourists in the context of marine tourism. First, the study proposed a research model based on the conceptual foundations of authenticity, perceived value and loyalty. The suggested model was then tested by means of a quantitative survey conducted in Zhoushan, one of the most popular Chinese marine tourism destinations. The study’s findings revealed that the object-based authenticity and interpersonal authenticity significantly affected perceived value and loyalty of tourists, and the perceived value partly mediated the relationship between authenticity and loyalty. The article is completed by discussing the theoretical and managerial implications.

Authenticity, Perceived Value and Loyalty in Marine Tourism Destinations: The Case of Zhoushan, Zhejiang Province, China