The Ethnic Village Cultural Tourism Authenticity Perception Evaluation Studies

With the rapid development of ethnic villages cultural tourism, the number of people of all ages come to visit the ethnic minority areas increases day by day. The rise of ethnic village tourism has brought economic, social and cultural benefits to ethnic minority areas. But meanwhile, the local original culture was influenced by alien culture. Such as a growing number of ethnic minority young people starting to wear Han clothes or Fashion costume. As a result, traditional culture is quietly fading away or assimilated, and ultimately the characteristics of tourism resources almost lost. so that the tourists lose their interests, leading to shrinkage and degradation of national tourism. This is the status of culture gradually disappearing, and has generally caught the attention of academic and tourism management.also has become a hot topic and a serious problem. This paper, with a practical context, taking Xishuangbanna Keno cottage for example, starts authenticity evaluation study of ethnic culture tourism, standing in the perspectives of community residents and tourists, focusing on the "authenticity" perception measurement of visitors and community residents about culture tourism of the case, to find the least authenticity factors in case of cultural, in order to suggest improvements for tourism development.This paper studies the following aspects:Firstly, after reading a lot of literature, this article has formed a research review and commentary on authenticity tourism of ethnic village, and summarized the researches status.Secondly, according to the literature mentioned in the previous article, this article has extracted cultural factors and evaluation factors. Starts the initial design of questionnaires and interviews as well as to the actual situation with the case, and starts the pre-survey and questionnaire modify, and then make hypotheses.Thirdly, two surveys were conducted to the case. With the two findings' data, factor analysis was operated to exclude the smaller factor loading factor, and extracted common factor, and then obtained factor score coefficient, calculated factor composite score, discharged the order of evaluation factors, tourists perceived authenticity of keno cottage is culture of life, followed by customs, ethnic craft, ethnic music and dance, activities, participants, life material relying. Community residents perceived authenticity of the cottage is costumes sort of timber, traditional culture, food and drinks, housing construction, customs, ethnic crafts and dance activities. Based on the above, it has formed ethnic villages Tourism and Culture "authenticity" evaluation model of tourists and residents. In order to study the social characteristics of different visitors' evaluation about the influence of factors, but also for visitors to do, the data analysis of variance has been done on visitors. An inclusion was propose that visitors of different ages perceive dimensions of activity differences in the participants, visitors of different occupations perceive ethnic music and dance, life material relying on differently.Finally, for empirical research and analysis results, it showed the protection measures of ethnic cottages cultural tourism of authenticity, and summarized the shortcomings of this study and the direction of future research.