The Influence Of The Authenticity And Quality Of Tourist Handicrafts On The Cultural Identity Of Tourists

As an important carrier of the destination's historical culture,tourist handicrafts are a symbol of traditional culture and folklore characteristics.Tourist handicrafts can communicate and spread the regional identity,which means they are the spokesperson for the regional identity.In recent years,China's tourism handicrafts generally have problems such as rough texture,low quality,single varieties,uniformity,damaged native soils,and insufficient cultural connotation.Commercialization,standardization,and homogenization,while improving the quality of tourist handicrafts,have destroyed authenticity of tourists handicrafts.This is a question worth thinking about which is more important for tourist handicrafts,authenticity and quality.In the context of cultural and tourism integration,exploring how the authenticity and quality of tourism handicrafts affects the value percepiton and identification with localized culture for tourists is of great significance to the development of the tourism industry.Based on the theory of authenticity and the theory of value perception,this paper builded a relationship model of authenticity,quality,value percepiton,and cultural identity of tourist handicrafts,and analyzed 451 valid survey data recovered through empirical research.The research results in this article showing that the authenticity and quality of tourist handicrafts will directly enhance tourists' cultural identity to tourist destinations and will also indirectly enhance tourists' cultural identity to tourist destinations through tourists' value percepiton.According to the results of this research,this article proposes that tourism handicraft enterprises should attach importance to and strengthen the authenticity of tourism handicrafts,optimize its competitive advantages with stories,history,and culture,maintain "authentic flavor",and inherit its traditional craftsmanship,Characteristics,raw materials.While ensuring the quality of tourist handicrafts,in order to enhance the value percepiton of tourists and identification with local culture.Meanwhile,the government should establish a seller access mechanism,evaluation mechanism,consumer rights protection and transaction behavior supervision mechanism to ensure the quality of tourism handicrafts.Tourist handicraft companies and governments should increase the value percepiton of tourists to stimulate tourists cultural identity to tourist destinations,and give tourists a platform to learn more about the historical heritage,craft characteristics and the production process.Under the circumstances,tourism handicrafts would be made into the cultural representative of the destination.