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| A TENTATIVE STUDY ON THE EVALUATION MODEL OF TOURISTS' PERCEPTION OF THE AUTHENTICITY & SATISFACTION IN ANCIENT VILLAGE TOUR |
| FENG Shu-hua1,2, SHA Run1 |
1. College of Geography Science, Nanjing Normal University, Nanjing 210097, China;
2. Department of Tourism, Jiangxi Normal University, Nanchang 330022, China |
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Abstract In 1970s, a heated discussion among western tourism researchers was triggered off by MacCannell's article Staged Authenticity. Since then, authenticity has become a core concept in tourism research. This paper, from the aspect of tourist perception, is to set up an Evaluation Model of Tourists' Perception of the Authenticity & Satisfaction of Ancient Village Tour. The paper aims at exploring the impact of tourists' perception of the authenticity, satisfaction and loyalty of ancient villages by quantitative analysis. The evaluation model consists of sixteen elements under the category of five major factors, namely, perception of authenticity of ancient village buildings, perception of authenticity of living custom, perception of authenticity of ancient villages, tourists' satisfaction and loyalty. The above-mentioned elements form a linear structure, and their relevance is expressed by path coefficients ranging from 0 to 0.95. Regression coefficients obtained through the multiple regression analysis by SPSS on modle data are equal to path coefficients. In this paper, Wuyuan, Jiangxi is taken as a sample and the result shows obvious causal relationship. In conclusion, the evaluation model is acceptable.
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Received: 13 October 2006
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2007, Vol. 22 
