Research On The Influence Of Tourists' Authenticity Perception On Satisfaction In Cultural Heritage Site

With the integration of cultural and tourism and the steady development of cultural undertakings and cultural industry,the importance of cultural heritage tourism has become increasingly prominent.At the same time,it is also a realistic way to develop the cultural industry and meet the people’s spiritual and cultural needs.In recent years,there have been more and more discussions on cultural heritage in China,and they have gradually focused on the experience of tourists,but the perception of tourist authenticity is insufficient.Authenticity is considered as a universal value,and is the basic driving force for tourists to travel to distant places and times.Through the study of tourists,some scholars propose that tourists’ pursuit of authenticity is one of the main trends of tourism industry.The importance of sex for tourism,especially heritage tourism,as can be seen from this trend.This requires the cultural heritage to maintain the authenticity of tourists based on the needs of tourists and meet their spiritual civilization needs.The discussion of authenticity is an important issue of cultural heritage protection and heritage tourism.In the process of protecting and restoring the heritage,we should pay attention to both the integrity and the authenticity of the heritage.However,how tourists view the authenticity of heritage in the process of cultural heritage tourism,how the perception of authenticity,and whether it will affect the subsequent experience of tourists is worth further discussion.Based on this article,we will explore the culture.The perception of authenticity,and how this perception affects the tourists’ sense of gain and satisfaction,and put forward management suggestions to the cultural heritage sites.This paper analyzes the division of two dimensions of authenticity perception by Kolar,namely,the object authenticity perception of heritage itself authenticity and the internal and interpersonal existence authenticity perception of tourists,and studies the influence of tourists’ authenticity perception on satisfaction.According to the theory of emotional cognition evaluation,the final emotional generation of tourists traveling in cultural heritage sites will be affected by the perceived value.Therefore,this paper introduces the perceived value into the influence of tourists ’authenticity perception on satisfaction to further discuss the formation process of tourists’ satisfaction.The Dazu stone carving cultural heritage site is taken as a case site Questionnaire distribution and survey.The reliability validity of the questionnaire was analyzed to ensure the validity and reliability of the data.Later,AMOS was used to verify and analyze the relationship between variables,and the following results were obtained:(1)tourists ’perception of object authenticity in cultural heritage sites directly affected tourists’ satisfaction.(2)The two dimensions of tourists’ authenticity perception in cultural heritage sites have different effects on the perceived value.The authenticity of the object has a significant positive impact on the cognitive value,social value and functional value,and the authenticity has a significant positive impact on the functional value,emotional value and social value.(3)In the perception Value intermediary effect test,found that functional value in the intermediary between object authenticity and satisfaction,cognitive value intermediary between the object authenticity and satisfaction,functional value intermediary between authenticity and satisfaction,emotional value between the authenticity and satisfaction.The conclusions of this study are as follows:(1)the authenticity perception of tourists in cultural heritage places has a significant impact on their satisfaction,especially the objective authenticity,which shows that tourists attach importance to the authenticity of the object in cultural heritage sites,and the pursuit of authenticity is an important tourist motivation for tourists.(2)Tourists’ perception of authenticity can increase their sense of gain and make tourists think it is worth value for money.(3)In cultural heritage sites,tourists,when stimulated by authenticity,they will respond in their brains,evaluate the perceived authenticity,form the perceived value,and then respond to the tourism experience.