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| RESEARCH ON THE EVALUATION SYSTEM OF THE AUTHENTICITY OF ETHNIC CULTURAL TOURISM PRODUCTS BASED ON FACTOR ANALYSIS |
| LIN Long-fei, HUANG Guang-hui, WANG Yan |
| School of Tourism Management in Xiangtan University, Xiangtan 411105, China |
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Abstract The distortion of ethnical culture is getting worse in the development of ethnic tourism. It is necessary to build an evaluation system of the authenticity of ethnic cultural tourism, so as to enhance the management of authenticity of ethnic cultural tourism products. But the study on it is quite weak both at home and abroad. Based on the theory of factor analysis, this paper employs Expert Analytic Method for data collecting and adopts SPSS for factorial analysis to calculate the factor loading matrix. So the authenticity evaluation model of ethnic cultural tourism products is hereby set up. The system is composed of 6 aspects, including 28 index: architecture, relics, costume, diet, tool and handicraft, language and horn mouthpiece culture, festival celebration and custom. The contribution rate of the total accumulative variance is up to 91.566% which is quite representative of asseseement information of 28 ethnic cultural authenticity indexes. We obtain the comprehensive indexes that influence the authenticity of ethnical culture, which are also main factors. According to quantity relationship between main factors and indexes, we can calculate score points of main factors by formula. Using the model, this paper analyzes the influencing factors of the authenticity of ethnical culture. We conclude that architecture and relics, costume, language and horn mouthpiece culture, festival celebration, custom, diet culture, tool and handicraft are the most important factors that influce the authenticity of ethnical culture; This model can be used for distinguishing major influential factors of the authenticity ethnic culture tourism products and the degree of influences, We can effectively resolve the contradiction between the protection and development of ethnic culture. Hence we can get a win-win situation between the protection and development of ethnic culture.
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Received: 14 July 2008
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2010, Vol. 25 
