The Effect Of Cultural Landscape Authenticity On Tourist Loyalty

The demand for tourism is getting higher and higher,and the competition in the tourism industry is getting more and more intense.The high demand for tourism is not only reflected in the material but also spiritual,focus on the excavation of the cultural connotation of the destination and its reflection on the development and construction of the tourism resources so as to form the irreplaceable tourist destination and ensure the sustainable development of the tourism industry.Cultural landscape as a human relying on the local environment with the local characteristics of products,buildings and life style complex,with the unique charm of coordinated development between nature and culture,authenticity is a manifestation of regional characteristics,have a great attraction for tourists.However,the current research on cultural landscape is often based on related natural landscape.As tourism have widely adopted authenticity of cultural landscape strategies for managing tourist-destinations relationships,further understanding of this concept is essential.Using the literature research,the concept of the cultural landscape and authenticity in tourism domain has been well defined and dimensions of engagement have been identified based on the previous knowledge.Then,a theoretical model of the mechanism of authenticity of cultural landscape affecting tourist loyalty is constructed according to regulatory fit theory and relevant empirical results.The model is tested empirically by sampling:Visitors from Mount Lu,Jiangxi province.The results shows:First,constructivism authenticity Including the objective truth and experiencing original truth.second,constructivism’s authenticity is the antecedent of self-emotion.Third,the objective truth of constructivism’s authenticity was proved to have a direct positive effect on tourist loyalty.Forth,self-emotion was found to have moderating effect on the relationship between constructivism,s authenticity and tourist satisfaction,loyalty.Fifth,tourist satisfaction has significant positive impact on tourist loyalty.The study also provided managerial implications for destination marketers based on the research results.Destination marketers are advised to implement constructivism’ s authentic strategy,customer self-emotion-oriented management strategy and make great efforts to improve tourists’ satisfaction.