Research On The Relationship Between Historical And Cultural Heritage Activated Authenticity Perception And Tourists’ Post Tour Behavior Intention

Protecting,inheriting and making good use of historical and cultural heritage is an inevitable requirement for the continuation of historical context,the maintenance of national spirit and the realization of sustainable development.Historical and cultural heritage,as an important carrier to enhance the spiritual strength of the Chinese nation,promote cultural exchanges and mutual learning,and store classical Chinese culture,is still shining after a long period of changes.In today’s society,the development of historical and cultural heritage should respect and protect its authenticity,and carry out various forms of innovative exploration.The activation of historical and cultural heritage is one of the effective means to promote its renewal.In the process of activating historical and cultural heritage,due to the differences in developer concepts,it is bound to conflict with the commercialization process.How to maximize the authenticity of historical and cultural heritage and which method can be used to achieve a balance between commercialization and authenticity is a topic worth discussing.Based on the above reasons,this paper selects the Beiyuanmen historical and cultural block in Xi’an City,Shaanxi Province as a case,from the perspective of tourists,explores the relationship between the historical and cultural heritage activation authenticity awareness and the satisfaction of tourists,the involvement of tourists,and the behavior intention after tourism,and puts forward relevant suggestions to improve the historical and cultural heritage activation authenticity awareness.Firstly,this paper systematically reviewed the researches of domestic and foreign scholars on authenticity perception,activation of historical and cultural heritage,historical and cultural blocks,tourist involvement,tourist satisfaction and tourist behavioral intention.On this basis,the authenticity perception model of historical and cultural activation was constructed and the measurement indexes were selected.The perception of authenticity of historical and cultural heritage activation includes three dimensions: site visit activation,cultural activities activation and cultural products activation.After the pre-survey,the questionnaire items were modified to obtain the formal questionnaire.Statistical software was used to process the data obtained after questionnaire issuance,including factor analysis,reliability analysis,descriptive statistical analysis and demographic difference analysis.The specific relationship between variables was sorted out through the construction of structural equation model.The final model results verified 4 of the 6 hypotheses.That is,the perception of authenticity of historical and cultural heritage activation positively affects tourists’ involvement and satisfaction,while the perception of authenticity of historical and cultural heritage activation negatively affects tourists’ behavioral intention,but the influence coefficient is small,that is,the influence effect is not obvious.Tourist involvement positively affects tourist satisfaction and negatively affects tourist behavior intention.Tourists’ satisfaction positively affects tourists’ behavioral intention.Finally,combined with the development status of Beiyuanmen historical and Cultural District,this paper puts forward countermeasures and suggestions for future development,so as to help the ancient historical and Cultural District to re ride the sail of modern social development and glow with fresh vitality.