Study On The Tourism Destination With Authenticity On Tourist Engagement

With the increasing cultural needs of tourists,tourism demand changes to the deep emotional experience.But due to the excessive development of tourism business,the original form of some tourist destinations is gradually disappearing.In this regard,the authenticity of tourism become the focus of attention in the field of tourism.The destination of the original style and the original ceremony is the witness of history and culture based.To a certain extent,it is directly related to the sustainable development of tourism destination and enhance the scenic brand about focus on authenticity in the field of tourism,which has a positive impact on the protection of scenic and cultural heritage resources.The main factors of brand attachment has been regarded as the important factor that affect consumer behavior.In the field of tourism,the brand attachment emphasizing form emotional interaction and maintain between tourists and tourism destination brand.And tourist engagement marketing is an important way to promote brand competitiveness of tourism destination.So this paper from the perspective of tourism destination with authenticity,discussing the influence of tourism destination with authenticity on tourist engagement.For the convenience of empirical research,this paper selects Fuzhou three square seven lane as representative place of the historic district to do empirical study.The article first combs and summarizes the related literature on tourism destination authenticity,brand attachment and tourists engagement,then defined the each concept of these factors.On the basis of previous research results.First of all,the dimension of authenticity in tourism destination is divided into the architectural form of authenticity and humane form of authenticity.Secondly,constructing and testing the three dimensions of tourist fit:trust commitment,word-of-mouth recommendation and participation behavior.Thirdly,taking the brand attachment as an intermediary variable,then constructing the tourism destination authenticity,brand attachment and tourists relationship model between them,and put forward the hypothesis and on the basis of previous studies,presented the variable's measurement scales which fit for the model.Finally,in order to obtain sufficient sample data,the thesis carries out the reliability and validity analysis by distributing the questionnaires.Besides,the structural equation model was used to verify the hypotheses.The empirical results of research show that:(1)The tourism destination is an important driver of tourism engagement,the architectural form of authenticity and humane form of authenticity has a significant positive effect.(2)Brand attachment had partly mediator effect between the architectural form of authenticity and tourist engagement,which including trust commitment,word-of-mouth recommendation and participation behavior.(3)Brand attachment had partly mediator effect between the humane form of authenticity and trust commitment and word-of-mouth,especially the intermediary role of authenticity and trust commitment has the most significant.(4)Brand attachment plays full mediation role between humane form of authenticity and participation behavior.