A Study On Tourists' Authenticity,satisfaction And Behavioral Intention To Anhui Cuisine

With the continuous development of society and the improvement of people's living standards,the arrival of the leisure era has made tourists pay more attention to personalized experience,and the authentic food culture experience has also emerged.The unique ingredients,special cooking techniques and knowledge of the food culture behind the cooking at the tourist destination can stimulate the urge to travel.Tasting local specialties and experiencing regional food culture is now the primary purpose of many tourists.The authentic food culture experience also brings a competitive advantage to destinations.Many destinations are working hard to promote their authentic food culture as attractive tourist products that attract tourists.Through literature analysis,it is found that there is room for further exploration on the authenticity of tourists in the domestic research on the cultural perception of tourists.In addition,domestic research on Anhui cuisine rarely explores the authenticity of Anhui cuisine from the perspective of tourists.Tunxi District,Huangshan City,as the largest tourist distribution center in Huangshan City and the center of inheritance and development of Hui cuisine,attracts many tourists to experience Hui cuisine,one of the eight traditional cuisines,so it is of great tourist geography significance.Therefore,this article takes Huicai as the research object,integrates the authenticity theory of food culture and quantitative and qualitative research methods,and issues questionnaires to tourists who have visited Huizhou to experience Huicai to discuss the authenticity perception and attitude of Huicai and the Huicai's original authentic perception and attitude model.The full text is divided into three parts:The first part is the leading part of this study,which mainly includes Chapter 1 and Chapter 2.The first chapter discusses the background and significance of this research,reviews the relevant concepts and results of this research,and then elaborates the research content,research methods and research framework;Chapter 2 elaborates the basic overview of the research case and outlines the questionnaire design Process,field research and questionnaire data collection.The second part is the main part of the article,mainly including the third chapter,the fourth chapter and the fifth chapter.The third chapter uses the method in SPSS to first conduct descriptive statistical analysis on the questionnaire data and test the reliability and validity of the questionnaire data,and then analyzes the tourists' perception of the authenticity of Anhui cuisine.This part first uses exploratory factor analysis,Divide the tourists' perception of the authenticity of Hui cuisine into 12 items in three dimensions: authentic food,authentic environment,and authentic service;then find the average value of each item in Hui authentic food,and analyze the content to find the original The authentic environment always scores the highest,followed by the authentic food,and the lowest is the authentic service.Chapter 4 also uses the method in SPSS to analyze the tourists' perception of Anhui cuisine satisfaction and tourists' behavioral intentions.This part first uses exploratory factor analysis to divide the dimensions of tourists' satisfaction with Anhui cuisine into food satisfaction and environmental satisfaction.11 items in the three dimensions of degree and service satisfaction,and the average value of each item of tourist satisfaction is obtained.A content analysis reveals that tourists are generally satisfied with Hui cuisine.Food satisfaction among the three factors is average.The score is the highest,followed by environmental satisfaction,and the lowest is service satisfaction;secondly,the same method is used to divide the tourist behavior intention into one dimension and composed of three items,and the average value of each item of the tourist behavior intention is obtained for content analysis and found Tourists have the highest willingness to recommend,followed by the willingness to buy,and the lowest is the willingness to revisit.The fifth chapter is mainly about the relationship between tourists' perception of authenticity,satisfaction and behavioral intentions of Hui cuisine.Firstly,it combs through the literature,proposes hypotheses and builds a hypothesis model,and secondly,it uses the methods of confirmatory factor analysis and exploratory factor analysis.The reliability and validity of the relationship model of Huicai's perception and attitude were analyzed by tourists to verify the structure and content validity of the model.Finally,the conceptual model was tested and fitted,and it was found that hypothesis H1 tourists' food culture authenticity perception has a significant positive effect on tourist satisfaction;hypothesis H4 tourist satisfaction has a significant positive effect on tourist behavior intention;hypothesis H5 tourist local identity It has a significant positive impact on tourists 'behavior intention and saturation;it is assumed that H6 tourist satisfaction significantly affects tourists' place identity saturation and is significant;both H2 and H3 are not supported by verification.The third part is the sixth chapter,which is the conclusion part of the article.It mainly summarizes the main research conclusions,expounds the development recommendations of Huicai food culture,explains the shortages and limitations of the research,and puts forward the prospects for future research.