A Study On The Relationship Among Tourists' Authenticity,Experience Value And Revisit Intention In Sanhe Ancient Town

In recent years,cultural tourism has given considerable attention by the public.In particular,ancient towns are favored by tourists due to their profound historical accumulation and abundant humanistic flatus.The development of tourism has benefited many people,which is incontestable.But in the long run,due to a variety of factors that lead to the over-commercialization of ancient towns,the imbalance between development and protection and other problems will bring immeasurable huge losses to ancient towns in the future.This study attempts to discuss how to improve the quality of tourists' experiencing,enhance their willingness to revisit,at the same time,protect the resources of ancient towns from the perspective of tourists'perception of authenticity and tourism experience value.We should not only enjoy the benefit brought by tourism development to ancient towns,but also ensure the sustainable utilization of resources.'This study will play tourists' authenticity perception,experience value and revisit intention in a framework,trying to build a structural equation model on them,choosing Sanhe ancient town in Anhui province as the research case.The data was acquired by questionnaire survey,and then used a structural equation model for hypothesis test.Finally,major conclusions include:(1)Tourists from different age,education background and occupation have significantly different tourists' authenticity perception,tourism experience value and revisit intention;(2)Providing tourist attraction interpretation service can effectively enhance the emotional value and social value;(3)Tourists'authenticity perception can significantly and positively affect functional value,emotional value and social value;(4)Existing authenticity perception has significant and positive effect on revisit intention,while objective authenticity perception has indirect effect on revisit intention under the mediating roles of functional value,emotional value and social value;(5)Functional value,emotional value and social value have significant and positive effect on revisit intention;(6)Functional value,emotional value and social value play complete mediating roles between objective authenticity perception and revisit intention,and they play partial mediating roles between existing authenticity perception and revisit intention.According to the research results,some suggestions are put forward to improve the quality of tourists'experiencing and realize the sustainable development of ancient town tourism at the end of the paper.