Conceptual Model And Driving Factor Of Authenticity In Cultural Heritage Tourism From Consumers' Perspective

With the process of modernization and urbanization,we are facing with the problem of cultural heritage protection and development.Cultural heritage is a spiritual wealth our ancestors left to us,it is our duty to protect them.The development of cultural heritage tourism must be aware of the protection of the cultural heritage,the development of cultural heritage must be guided by the principle of sustainable development.To realize the sustainable development of cultural heritage tourism needs to pay attention to three aspects.First,the issue of cultural heritage protection.Second,how to develop the cultural heritage.Third,how the cultural heritage tourism destination be managed.Sustainable development of cultural heritage is inseparable from the cultural heritage managers on the authenticity of cultural heritage protection.The authenticity of cultural heritage for cultural heritage tourism destination tour experience and tourists visit in the process of feeling has a crucial role.Therefore,planning on cultural heritage tourism destination should consider how to reflect the authenticity of the cultural heritage.The cultural heritage tourism destination is the object of the research.The research focus on four authenticity theory,and sums up the objective authenticity and existential authenticity,and examine the link between them.Furthermore,the introduction of "cultural identity",a social psychological concept,combine the cultural heritage tourism in the "culture" of the attributes and consumer behavior,from the angle of management on the authenticity of cultural heritage tourism destination research,in order to better achieve the management of cultural heritage tourism destination.Finally,this thesis further studies the two aspects of the commercial and protection of cultural heritage tourism destination,in order to find ways and means to realize the sustainable development of cultural heritage tourism destination.In this thesis,through the network questionnaire survey,select the four traditional houses in China's cultural heritage tourism destination as the research object.From the analysis of the data,found that the cultural identity is the driving factor of tourists on the cognition of cultural heritage tourism destination authenticity,objective authenticity and existential authenticity has direct influence on tourist destination loyalty.The main innovation of this thesis is to take the consumer perspective as the breakthrough point,to study the factors that influence the tourists' loyalty in the tourism field.Moreover,divided the four typical authenticity theory into objective authenticity and existential authenticity,and study their relationship.At last,it is the first time in authenticity framework model introduced the concept of cultural identity,and through the study found that cultural identity is the driving factors in tourists' cognition of cultural heritage tourism destination authenticity.