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This study examines the value-attitude-behavior (VAB) model with cultural worldview (CW) and authenticity of Korean heritage tourists. An onsite survey was conducted with the Bukchon Hanok Village (BCHV) visitors on weekdays and weekends from November 11 through 24, 2019. A total of 451 questionnaires were analyzed using the structural equation model. Uniquely, this study also employed a second-order analysis of CW and authenticity for parsimonious interpretation and meaningful comparison between CW and authenticity constructs. The results reveal that both CW and authenticity positively affected functional values, with the authenticity construct exerting a more substantial influence on values than CW. Authenticity was a stronger antecedent to shaping functional value than emotional value. Consequently, emotional and functional values were found to influence attitude, positively affecting behavioral intention. Notably, emotional value had a more significant impact on attitude than functional value. This study’s findings fill a research gap by extending and developing the literature on cultural worldview and authenticity in conjunction with the VAB model among Korean tourists at a heritage tourism site. Theoretically, this study is the first to investigate the linkage between CW, authenticity, and the VAB model in predicting cultural tourists’ behavioral intentions. Several practical implications are also provided for tourism professionals and planning authorities to consider in future development.
