Analysis On The Tourist Attractions And Reasons Of Tourists In Zhouzhuang Based On The Authenticity

On the one hand,with the deepening of globalization and commercialization, aswell as the influx of tourists, the the calm atmosphere of the ancient town is broken,and there are lots of local residents relocated. Customs,dress and language haschanged,resulting in more modernization of the ancient town.on the other hand,following the development of economy, and the increasing of public holidays andlife pressure, many people want to escape from the daily trival, restore true self andget a real experience. The ancient town becomes a top destination for travel. One sidethere is increasingly modern town, the other side there are needs of tourists, these areirreconcilable conflicts.In addition to the development of ancient town, moreattractions become the first choice to increase travel content.some new attractions willbring some modernity, and rebelled against the tourists hope, so the contradictions isescalating,because of the incompatible contradiction between the development oftourism and the tourists demand.This study based on the scenic spots,research the choice about tourists who hasdifferent authenticity demand and explore the reason of the choice，in order to findsome rules.In addition, the summary of the research of the authenticity made us findthat there is less research about authenticity demand at home and aboard, and theresearchers failed to make clear the composition of the needs.From the view of thestudy of scenic spot, there is almost no a single scenic spot reaserch at home andabroad, and this establishes the academic value.Firstly,this article study the tourists demand of authenticity,and then, explorescenic spots of choice of the different needs of tourist.First of all,in reference torelated literature at home and abroad and consulted the experts, establishe the18index factor about the demand of authenticity.Secondly conduct field survey andpreprocess data.SPSS17.0is used for the principal component factor analysis, andauthenticity needs are divided into four types, namely inner type, participatory type,lax type and Progressive type. In order to explore the characteristics of tourists MoreDeep, continue to proceed cluster analysis and discrimination analysis, ConcludesThree Types: The unconscious seeking true type, experiencing authenticity type and escaping from authenticity type.thirdly.Based on the Visit rate.the attractions aredivided into three segments: the core scenic spot, key scenic spots and generalattractions, then use the variance analysis, explore the choice about these attractionsand found some rules between the choice of scenic spots: the attraction regularity ofdistribution, the general rule of attractions appraisal, the difference regularity ofTourists’ choices,the overall evaluation rule.And then conduct the second fieldinvestigation with no structure interview, explore the cause of tourists evaluation. Inthe field survey and on the basis of data analysis, found that some problems exist inzhouzhuang management, and put forward some management thinking...