The Influence Of Authenticity And Involvement Upon Recommendation Intention

The rapid advance of urbanization,heritage tourism is a great attraction for tourists in historical districts.As a critical component of Chinese cultural heritage,historic districts enjoy a profound historic connotation while helping preserve and present traditional Chinese culture and history.Historic districts not only preserve architectural history,custom,cultural landscapes,but also increases tourism and nurturing the city's art and culture,to the extent that they can heighten social cohesion.However,with the destination protection and development,excessive commercialization and standardized development,although they can meet the basic requirements of a rigid production structure of a modern society,the personality of tourists and the authenticity of tourism destinations will be lost.This article aims to empirically test a model of involvement,perceived authenticity,destination image,and recommendation intention,by the questionnaires gathered from San-Fang Qi-Xiang historic districts in Fuzhou.The results of the Structural Equation Modeling analysis indicate that:cognitive image significantly influences the affective image of a destination,destination image have significant positive effect on tourists'recommendation intention,perceive authenticity and tourists involvement directly affect cognitive and affective image.Involvement has a positive impact on the cognitive image,but it has no significant impact on the affective image of a destination.Finally,the demographic data were analyzed by analysis of variance,the results show that there is no significant difference on recommendation intentions.The research results are helpful to understand the influence factors of tourists' behavior intention,and it has certain significance to the marketing and management of heritage tourism.