Study On Relationship Between Ethnic Vlliagei Tourists’ Motivation, Pecerptions On Authenticity And Their Loyalty

With the rapid develpoment of the erthic cultural tourism, the contradiction between the phenomenon of excessive commercialization in ethnic tourism region and pursure the original ethnic foreign culture of the modern tourists become more and more prominent. But academe still need time to argumnent further if there is a correlation between the authenticity, travel motivation and loyalty. The paper takes the Dehang miao villiage as the case study to study the relations between travel motivation, the degree of pecerptions on authenticity and loyalty of enthic villages tourists, it can provide the basis for tourism destination to make marketing plan formulation, and it will have great significance.Through combing the related literature about authenticity, it finds the authenticity can be divided into objective authenticity, constructive authenticity, postmodernism authenticity and exisential authenticity, but the model only considering the most obvious different and the most basic two types, that is objective authenticity(only focus on the object itself,such as building) and exisential authenticity(focus on tourists’ pecerptions on authenticity). First, it basesd on the related literatures to put forward the research hypothesis and design the questionnaire. Then,investigators issue the questionnaires to the tourists of Dehang miao villiage. Last, it receives 397 valid questionnaires. Through factor analysis, variable travel motivation grants three factors, it respectively names knowledge seeking, novelty seeking and self-actualization seeking.The results showes that:(1)knowledge seeking and novelty seeking have no relation to objective authenticity, self-actualization seeking positive influence on objective authenticity;(2)knowledge seeking andself-actualization have no relation to exisential authenticity, novelty seeking can significantly affects the exisential authenticity;(3)there is a negative correlation in knowledge seeking and tourist loyalty, it has no relation in novelty seeking and tourist loyalty, self-actualization seeking can significantly positive influence on tourist loyalty;(4)both of the anthenticity are positively significant impact on loyalty, at the same time,through the exisential authenticity,objective authenticity can indirectly affect tourist loyalty;(5)objective authenticity can significantly affect exisential authenticity, thus whether the tourism object is true or not, it can affect tourists’ authenticity experience;(6)self-actualization seeking not only can indirectly affect tourist loyalty, but also can through objective authenticity indirectly influence exisential authenticity;(7)through exisential authenticity,novelty seeking can indirectly affect tourist layalty.Finally, according to the situation of the field survey and the research conclusion, the article puts forward the related suggestions to develop the enthnic tourism of Dehang miao villiage, and it hope to help the tourism of Dehang miao villiage realise sustainable develpoment.