A Study On The Authenticity Of Rural Tourism Based On Semiotics

With the rapid development of national economic and higher standard of living, people have the more spendable income and leisure time, and is more willing to travel. The city resident was disgusted with the series of problems from the urbanization and desperate for the nature by getting of the daily life trouble, then the rural tourism under the demand got vigorous development. All the landscape and experience that the tourist see and feel are composed of symbols, which represent the other things with rural authenticity and is the most favorite place of tourists. However, the authenticity of country was destroyed by the overdevelopment. Hence, this paper takes the Gaochun of Nanjing as the case, analysis and establishes the evaluation of authenticity symbols perception, and the mode that influence the satisfaction and loyalty.This paper selected Gaochun of Nanjing as the case and established the evaluation of authenticity symbols perception with the method of in-depth interview, which being divided into three categories: objective authenticity symbols, constructive authenticity symbols and existing authenticity symbols; then use SPSS software to make analysis of the tourists, including the demographic characteristic and travel behavior, and explore the relation between the rural tourism authenticity symbols perception and satisfaction and loyalty by SEM. on the basis of the empirical analysis of the authenticity symbols perception for rural tourism, synthesize the research result and propose the development measure to protect and improve the rural tourism authenticity, offering the reference value for the sustainable development of the rural tourism.The conclusions are as followings:Firstly, most of the tourists which engaged in rural tourism are city resident with a high degree, which has a short duration time in the travel destination; the travel purposes are mainly taking relaxing vacation and comprehend the custom; secondly, the perception of objective authenticity symbols, constructive authenticity symbols and existing authenticity symbols have relative relation with the satisfaction and loyalty; thirdly, the observed variable has different influence on the potential variable relative to the authenticity; lastly, the tourist satisfaction has positive influence on the loyalty.Combined with the interdisciplinary theory of sociology, anthropology and environmental protection, this paper took rural tourism authenticity perception as research objective, discussed the relation between authenticity and satisfaction and the influence factors, which enriched the rural tourism research theory and expanded the view, also provided the theory instruction for the sustainable development and planning.