A Study On The Influence Of Ethnic Tourism Tourists' Experience Authenticity On Satisfaction

The study on the authenticity of tourism has attracted widespread attention from the academic circles since the beginning of the late 1970 s,the tourists' authentic experiences has become an important index of measuring tourists' satisfaction.On the whole,the domestic and foreign research on the authenticity of tourism destination is mainly based on qualitative research.There are relatively few empirical researches.Most of the researches are concentrated in foreign countries and the research objects are mainly cultural heritage tourism destinations.However,the tourism products and services of ethnic tourism destinations have their own particularities,the research conclusions about the authenticity of tourist experiences in general tourist destinations may not be suitable for ethnic tourism destinations.Based on the above reasons,this paper specifically selects ethnic tourism destinations as the research object,from the perspective of tourists,constructs a model of the influence mechanism of tourist experience authenticity on satisfaction,and through empirical research,to explore the relationship between authenticity of tourist experience?tourist perceived value and tourist satisfaction.This study is based on the analysis of the realistic and theoretical background,put forward the research problem of this paper,based on inquire the domestic and foreign literature on ethnic tourism,tourists' experience authenticity,tourists' perceived value,tourists' satisfaction and involvement,the research direction of this paper is put forward,the whole research of this paper adopts the combination of qualitative and quantitative methods.First of all,the tourism authenticity and tourists perceived value,satisfaction related literature were combed and commented,on the basis of this,combined with the actual interview to obtain the initial questionnaire of the authenticity of tourist experience.Through the Pre—investigation of questionnaire of the were tested reliability and validity,and the items were purify,and the tourist experience authenticity,tourist perceived value,tourist satisfaction and Involvement the formal scale were obtained.Then,using SPSS21.0 and AMOS23.0 software to test the relevant assumptions;at the same time,from a new perspective of tourists' involvement adjustment effect,the theoretical model of the impact of tourists' perceived value on satisfaction is constructed,and the relevant assumptions are tested by multi-level regression analysis.Finally,some suggestions are proposed for the tourism companies to identify the authenticity of tourists and improve the satisfaction of tourists.Through the above research,the following conclusions are drawn: First,the three dimensions of visitor experience have different effects on perceived values,objective authenticity on the three dimensions of perceived value,emotional value,The influence of social value and functional value has positive influence,and has passed the test of significance level;The influence of construction authenticity on social value shows negative influence,but it does not pass the significance test;The existence authenticity has a significant positive effect on emotional value,social value and functional value;Secondly,the objective and existential authenticity of tourist experience has a significant positive impact on tourist satisfaction,among which the effect of constructing authenticity on satisfaction is not significant,it shows that the tourists have a familiar sight,identification is false will not satisfy the tourists,the satisfaction of tourists is mainly by the objective authenticity and the existence of authenticity to get satisfaction;Thirdly,the three dimensions of tourists' perceived value have different degrees of impact on satisfaction,emotional value has a significant positive impact on satisfaction,and the impact of social value on satisfaction has not passed the significance test.Functional value has a significant positive effect on satisfaction;Fourthly,take the tourist involvement degree as the adjustment variable between the tourists' perceived value and satisfaction,at the same time under the condition of controlling the tourists' occupation,income and stay time,the tourists' involvement degree is in the emotional value.There is a significant positive regulation between functional value and satisfaction,which indicates that the deepening of tourist involvement will increase the emotional value of tourists and the positive effect of functional value on satisfaction.The innovation of this paper is mainly reflected in the following three aspects.First,the ethnic tourism tourist experience authenticity scale was developed.This paper combines a large number of literature bases with tourist interviews,and fully considering the particularity of ethnic tourism destination,the ethnic tourism tourist experience Authenticity scale was developed,through exploratory factor analysis and confirmatory factor analysis,the measurement scalescale is purified,and the validity and reliability of the scale are verified by empirical analysis;Secondly,the relationship model between the three variables of tourist experience authenticity,tourist perceived value and tourist satisfaction is constructed,and the empirical test is carried out;Thirdly,from the new perspective of tourist involvement,this paper analyzes the relationship between tourist perceived value and tourist satisfaction and the regulatory effect of involvement in it,and carries out an empirical test,the conclusion can explain the impact of tourists' perceived value on satisfaction from the perspective of involvement theory and perception theory,and further enrich the theory of tourist satisfaction.