This research examined its hypotheses in a tourism context. It may be plausible to find similar patterns in other types of CSR agreements (e.g., sponsorship and rebranding of events or sports teams with heritage). Future research may investigate the relationship between altruism and authenticity in different contexts and provide further proof of the reliability, generalizability, and robustness of the relationships we found. Furthermore, our research relied on an American sample and used American tourist attractions in its experimental designs to rule out any underlying confounds like geographical distance. Future research may explore the role of company altruism and perceived authenticity in predicting visiting
intention in different cultural contexts. It is feasible that cultures with a higher long-term orientation than the United States, such as Japan, may react differently to low levels of company altruism, together with their perceptions of fairness and morality.
Similarly, scholars may test the impact of company altruism on other aspects of authenticity of tourist attractions, as this study focuses on constructed authenticity of the target museum only. Future research can explore the impact company intervention has on visitors’
constructed authenticity of the museum’s collection and even the level of existential
authenticity while individuals visit an attraction rebranded or used for commercial activities.
Future research can look at the impact of altruism in CSR strategies on different types of heritage sites (such as natural heritage), which we did not focus on in this study. Finally, this research adds to the growing body of studies using an experimental approach to establish causal links among phenomena in the field of tourism. In the future, scholars may use
28 methodologies (e.g. surveys) that can incorporate additional factors (e.g. other CSR
dimensions) that may determine visiting intentions of restored tourist attractions.
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41 Figure 1 – Effect of firm altruism on visiting intentions (Study 1)
42 Figure 2 – Mediating effect of authenticity (Study 1)
43 Figure 3- Interaction effect of site’s heritage and firm altruism on visiting intentions
(Study 2)
44 Figure 4 – Moderated Mediation Effect (Study 2)