The Relationship Among Tourists' Perception, Experience Value and Revisit Intention of Xing'an Lingqu Ancient Town in Guilin, Guangxi
Keywords:
Ancient town cultural tourism, Perception of authenticity, Revisit intentionAbstract
This paper attempts to integrate tourists' authenticity perception, experience value and revisit intention into the same framework, and constructs a mechanical model of the influence of tourists' authenticity perception on experience value and revisit intention under the background of ancient town cultural tourism. In this paper, Xing 'an ancient town in Guilin city, Guangxi Zhuang Autonomous Region, China is taken as an example, data are obtained through a questionnaire survey, and hypotheses are tested by structural equation model. The results show that: 1. there are significant differences in authenticity perception, experience revisit intention among tourists of different ages, educational backgrounds and occupations, 2. Scenic interpretation services can effectively improve the emotional value and social value of tourists, 3. Tourists' perception of authenticity has a significant positive impact on functional value, emotional value and social value, 4. Existential authenticity perception had a significant positive impact on revisit intention, while object authenticity perception had an indirect impact on revisit intention through the mediating role of functional value, emotional value and social value, 5. Functional value, emotional value and social value have a significant positive impact on revisit intention, 6. Functional value, emotional value and social value play a complete mediating role between object authenticity and revisiting intention, and play a partial mediating role between existential authenticity and revisiting intention. According to the research results, the corresponding countermeasures are put forward to improve the quality of tourists' experience, to realize the sustainable development of cultural tourism in ancient towns.
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