Abstract Previous studies have proved the relationship between cultural motivation, existential authenticity (mainly intrapersonal authenticity) and tourists' loyalty. They only considered the push motivations but ignored pull motivations, and they also did not consider the interpersonal authenticity. When simultaneously considering the push-pull motivation, intrapersonal and interpersonal authenticity, there are still some research gaps. This paper takes a world cultural heritage site-Fujian Earth Buildings, as a case study in that it has unique traditional architectures, and a large number of aboriginal residents are still living in them and continue their traditional lifestyle. Based on relevant theories, this paper builds two conceptual models. The first conceptual model is about push and pull motivation-existential authenticity-tourists' loyalty. The results show that the push and pull motivation are closely and significantly related with each other
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2019, Vol. 34 
