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| HOW TRADITION AND NEW LIFE COEXIST: A STUDY ON THE RELATIONSHIP BETWEEN TOURISTS' AUTHENTICITY EXPERIENCE AND LOYALTY |
| HU Qi-bo1, HUANG Li-man2, LI Jun2,3 |
1. School of Management, Jinan University, Guangzhou 510632, China;
2. School of Tourism Management, South China Normal University, Guangzhou 510006, China;
3. Southern Marine Science and Engineering Guangdong Laboratory(Zhuhai), Zhuhai 519080, China |
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Abstract Traditional village tourism provides potential and energy for rural revitalization. Tourist loyalty reflects the development prospect of tourism destination. Deepening the research on tourist loyalty of traditional villages provides ideas for sustainable development of people-oriented traditional village tourism and high-quality village revitalization. This study explored the mechanism of authenticity experience on loyalty by taking Hongcun and Xidi Village as research areas. A total of 671participants were analyzed. Traditional village tourists' place identity and place dependence played a part-mediating role in the influence of objectrelated authenticity experience and existential authenticity experience on loyalty. Cultural contact promoted the positive effect of tourists' authenticity experience on loyalty. The positive relationship between authenticity experience and loyalty was enhanced by cultural contact of the new generation of travellers in traditional village tourism more than that of other generations. The results provided a theoretical basis to enhance the traditional village tourism loyalty of different generation of travellers and promote sustainable development of traditional villages.
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Received: 15 April 2022
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Corresponding Authors:
10.13959/j.issn.1003-2398.2023.05.021
E-mail: justinli83@scnu.edu.cn
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