The Tourists’ Perception Of The Ancient Village’s Authenticity

In this paper, through establishing a conceptual model to figure out the relationship of tourists’motivation, their perception of authenticity and loyalty, which can help high authentic villages to have a large market. In the questionnaire, we also created a series of "high real" activities based on ancient village’s culture to measure visitors’s willingness to participate, whicn will provide some valuable comments and suggestions for designing tourism products and establishing interactive platform.We investigated two ancient villages Xidi&Hongcun, Which are world cultural heritages. Through500questionnaires and data analysis, here are the six results following:①tourists’culture motivation has a positive correlation with existing authenticity, while it has no significant relationship with object-based authenticity (architecture and landscape, commercial characteristic);①tourists’basic motivation is not related to existing authenticity significantly but it has a significant correlation to object-based authenticity (architecture and landscape, commercial characteristic);③ulture motivation&basic motivation are not significantly related to loyalty;④bject-based authenticity (architecture and landscape, business characteristics) and existential authenticity have a significant positive correlation;⑤object-based authenticity (architecture and landscape, business characteristics)&existential authenticity are positively related to loyalty;⑥Tourists generally have the willingness to participate in activities which have high authenticity, in which they have higher interests to participate in village’s old festival activities, villagers living activities, handicraft activities, while sacrifice activities, farm work and interactive activities between villagers and students is not very high.Based on our research results and practices of tourism planning, we put forward development principles of ancient village’s historical resources and "authenticity" scenario planning and experience design, which are hoped to promote tourism development and protection of ancient villages.