Authenticity Of Traditional Festival And Perceived Experience Value

Traditional festivals have profound cultural connotation,which is the inheritance and display of local traditional culture.Unlike modern festival' s short history and strongly commercial,traditional festivals have a more profound general public foundation and cultural deposits,also lay a solid foundation for the revival and spreading of traditional festivals.As a unique tourist attraction,traditional festivals are attracted by more and more tourists of all ages with the development of tourism,also received more attention from scholars and festival host city' s government.Research shows that tourist experience is an important factor influencing the satisfaction and tourist' s intention.The core of tourism development is providing tourists with unique festival experiences.However,with the vigorous development of festivals,the minority festivals become modeled and the contents of festivals are similar at the same time.These phenomena have brought worries for the protection festivals and national culture.Based on previous research on authenticity and perceived value,this study discusses the tourists'authenticity perception of traditional festivals and value of experience,as well as the impacts of these two perceptions have on satisfaction and loyalty.The research results can provide a useful reference for the development of traditional festivals and the protection of national festivals.This study takes Hubei Enshi Blind Date Festival as an example,the tourists as research object,analyses the relationship between the authenticity of traditional festivals,value of experience,satisfaction and loyalty from the perspective of tourists' perception.This research mainly solves three problems:(1)How the tourists perceive on the traditional festivals authenticity?(2)Does there any difference between different types of tourists on traditional festivals authenticity and perceived value?(3)What' s the influence mechanism between the authenticity of traditional festivals,perceived value,satisfaction and behavior intention.The research mainly adopts the methods of interview and questionnaire.The researchers conduct a questionnaire survey in festival activity space and Enshi high-speed rail station in August 13-15,2016.A total of 625 questionnaires were distributed,and 570 valid questionnaires were collected.The effective recovery rate is 91.2%.Using SPSS20.0 and AMOS17.0 these two statistical software,the researchers have carried out the reliability and validity test,mean comparison,factor analysis and structural equation model test.Through qualitative analysis and quantitative analysis,this study draws the following conclusions:(1)The authenticity of traditional festivals include two dimension:experience authenticity and objective authenticity.And those who have participated in the Enshi Blind Date Festival for more than one time will pay more attention to the experience authenticity than first time tourists;and the difference between tourists from other places and local visitors is significant on objective authenticity.(2)The perceived value of local tourists is higher than tourists from other places,while the perceived value of repeat tourists is higher than first tourists.(3)From the construction of the model,we can see that the experience authenticity and the objective authenticity both have significant positive influence on perceived value,and the influence degree of experience authenticity on perceived value is more significant than objective authenticity.Perceived value has a positive impact on satisfaction;tourists satisfaction has a significant positive impact on tourists loyalty.Based on the above results,the author thinks that in the development of traditional festivals' exploitation and processing,the host city should highlight the festival' s experience authenticity,create more activities those with Tujia characteristics,and create an environment with strong atmosphere of the Tujia minority.The host city should also excavate the objective authenticity of festivals deeply,highlight the cultural expression,enhance tourists' stickiness through multiple ways of publicity.They should fully excavate the tourists' perceived value,enhance the fitness of festival activities,expand the tourist market,and strive for the festival customization,so as to fulfill all tourists'special needs at the same time.