A Study Of The Relationship Between Tourist Motivation, Authenticity Perception And Loyalty

In the global tourism industry, cultural tourism has become the most important direction. as a high-level cultural tourism, Folk tourism satisfies the tourists " seeking knowledge; fun or novelty" and other psychological needs, its authenticity is also prepared be concerned. This study takes the tourists as the main subject, studying the Genghis Khan Mausoleum area, to construction of Mongolian folk tourism real perception theory model. Through the exploratory factor analysis, the variable tourism motivation has three common factors, its named as Knowledge motivation,Differentiated motivation and Self-actualization motivation. On the basis of confirmatory factor analysis, the structural equation model was used to verify the relationship between tourism motivation, authenticity perception and loyalty. The Mongolian folk tourism authenticity perception model be make it. Finally, the conclusion is the tourism motive and the authenticity of the perception (object-related authenticity and activity-related authenticity) directly positive impact on the loyalty of tourists, including tourism motivation to extract the three common factors:Knowledge motivation, Differentiated motivation and Self-actualization motivation to realness perception as a mediator variable directly and indirectly positively affects the loyalty of the tourist. As follows: (1) Knowledge motivation and Self-actualization motivation to the authenticity of the object has a significant positive impact on the authenticity ,Differentiated motivation is not directly related to the authenticity of the object; (2) Knowledge motivation, Differentiated motivation and Self-actualization motivation has a significant positive impact on activity-related authenticity; (3)Self-actualization motivation has a significant positive effect on loyalty, Knowledge motivation, Differentiated motivation have no direct impact on loyalty, but Knowledge motivation can be indirectly through the authenticity of the object and the existence of authenticity indirectly affect loyalty,Differentiated motivation can be indirectly through the existence of authenticity indirectly affect loyalty; (4) The authenticity of the object has a positive impact on the existence of authenticity; (5)Both the authenticity of the object and the authenticity of both are positively correlated with loyalty. It also shows that tourism motives have an impact on the perception of authenticity, and high authenticity of tourism products lead visitors to high experience, it will get high loyalty.This study takes tourists as the main perceived subject and takes the dynamic developing perspective to look at the authenticity, and uses the structural equation model to study the relationship between the tourist motive, the authenticity perception and the loyalty of the Mongolian folk tourist destination. It not only rich Folk tourism authenticity perception related to the theoretical research content, but also look forward to the Mongolian folk tourism scenic area product development design and marketing to provide guidance to further enhance the authenticity of scenic tourists experience the depth of experience, so as to improve the scenic area re-travel rate, and guide the health of folk tourism development.