Study On The Influence Of Tourists’ Authenticity Experience On Destination Image Of Cultural Heritage Sites

The image of tourism destination plays a crucial role in the tourism development of cultural heritage sites and is closely related to the tourism behavior decision of tourists.The diversified cultural heritage can provide continuous material content and flexible and diverse creative inspiration for film and television creation,so that every place once famous for film shooting can benefit from tourism.However,the development of heritage tourism generally has the problem of "commercialization",in addition,it also exposes the phenomenon of "false folk custom" and other detached from the objective reality.Yunshuiyao town because of the success of the film and become a famous tourist destination,in the specific context of cultural heritage sites in combination with the practical situation of the Yunshuiyao town,according to the theory of tourism image,the authenticity theory,semiotics theory and tourism experience theory as the research basis,in order to Yunshuiyao town tourists as the main object of study,based on the questionnaire for data collection and analysis,to explore and validation of the original true experience influence on tourist destination image of the antecedent,at the same time analysis the mediation role of place attachment in effect mechanism,the brand value adjustment.The research finds that :(1)the objective original sexual experience of tourists does not affect the place attachment of tourists.The existential authenticity experience of tourists has a significant impact on the local identity,that is,the existential authenticity experience has an impact on the functional dependence of tourists.Constructed authenticity experience has a significant positive impact on both dimensions of tourists’ local attachment.(2)tourists’ local attachment has a significant impact on the image of tourist destinations.(3)the effect mechanism of tourists’ existential authenticity experience on the image of tourism destination can be transmitted through the emotional pathway of tourists’ local attachment,and local attachment can play a partial or complete mediating effect between tourists’ original experience and the image of tourism destination.(4)brand value can enhance the positive impact of tourists’ local attachment on the image of tourist destinations.Authenticity is an important concept of heritage sites.The key mission of cultural heritage sites can be reflected in the image building and reproduction of the real destination image,and it is also an influential factor to promote tourists’ sense of place and belonging psychology.The research puts forward: first,realize the balanced development of authenticity and commercialization.With an open and inclusive attitude to construct the original,appropriate innovation to meet the expectations of tourists.Second,develop authentic experience activities and rituals in tourist destinations.The protection of Yunshuiyao town is closely related to the government,and is inseparable from the responsibilities of the cultural management department.Meanwhile,tourists,residents and other stakeholders should also participate in the original development of the town.Third,it is committed to fostering links between tourists and places.Between foreigners and locals,aborigines and tourists,local consciousness is usually used as the cultural media,and on the basis of sharing local cultural information,a positive emotional image of tourism destination is generated.Fourth,take the brand as the forerunner to create artistic conception and enhance tourists’ local attachment.The marketer of tourism destination should make use of the effect of brand to boost the local economy,make brand the key medium for the promotion and stable development of tourism destination,and thus promote the generation and optimization of tourism destination image.