Mytho‑Geo Fusion in Heritage Tourism: A Cross‑Site Model of Narrative Immersion, Emotional Place Attachment, and Behavioral Intent

Abstract

Heritage tourism experiences often entwine tangible geological formations with intangible mythic narratives. Yet, empirical research rarely models how the perceived fusion of myth and geology, Mytho‑Geo Fusion (MGF), channels visitors into narrative immersion, builds emotional place attachment, and shapes behavioral intent. Drawing on narrative transportation, place attachment, and authenticity literatures, we propose a cross‑site structural model tested at three Indonesian heritage geosites that pair distinctive geomorphology with local legends. We conceptualize MGF as a reflective latent construct capturing the perceived integration between mythic content and geological affordances, and theorize Perceived Geomorphic Distinctiveness (PGD) as a moderator that amplifies the MGF immersion path. Using multi‑site intercept surveys (target N≈600) with complementary qualitative interviews, we validate the measurement model, assess cross‑site invariance, estimate the structural relations (MGF immersion, attachment, behavioral intent) with controls for perceived authenticity and prior cultural knowledge, and test moderated mediation by PGD. Anticipated contributions include the development and validation of MGF and PGD as actionable constructs in geo‑heritage interpretation, evidence that myth geology alignment drives emotional bonds and prosocial behaviors, and design guidance for curating interpretations that foreground distinctive rock forms while safeguarding cultural integrity.