Research On The Influence Of Tourism Commercialization In Historical And Cultural District On Tourists’ Recommendation Intention

With the spread of consumerism ideology and the rise of cultural commercialization,cultural heritage tourism has set off an upsurge.In the background of cultural heritage tourism,as the carrier and successor of local traditional culture,historical and cultural district have gradually become a special practice place for cultural consumption and tourism,and are more and more loved by tourists.For cultural heritage sites such as historical and cultural district,tourism commercialization is necessary to develop tourism.As the main body of tourism activities,tourists’ recommendation intention is of great importance to the promotion of the popularity and the increase of tourist volume of historical and cultural district.Therefore,this study attempts to explore the relationship between Tourism Commercialization of historical and cultural district and tourists’ recommendation intention.The influence of Tourism Commercialization in historical and cultural district on tourists’ recommendation intention has been concerned by the academia.However,the results obtained by using different samples and analysis methods are very different: some studies believe that Tourism Commercialization in historical and cultural district has a negative inhibitory effect on tourists’ recommendation intention;Other studies reveal that the commercialization of tourism in historical and cultural district has a positive effect on tourists’ recommendation intention.From the perspective of tourists,choosing Kuanzhai alley in Chengdu as a case study,this study uses quantitative analysis methods to explore the relationship between Tourism Commercialization of historical and cultural district and tourists’ recommendation intention,and the rmediating role of tourism authenticity in the relationship between Tourism Commercialization of historical and cultural district and tourists’ recommendation intention.The conclusions are as follows:(1)there is an inverted U-shaped curve effect of Tourism Commercialization of historical and cultural district on tourists’ recommendation intention,that is,there is the best level of Tourism Commercialization of historical and cultural district.At this time,tourists’ recommendation intention of historical district is the strongest,which is lower than or higher than the best level of Tourism Commercialization,Tourists’ recommendation intention of historical and cultural district is far from the strongest recommendation intention;(2)The Tourism Commercialization of historical and cultural district has an inverted U-shaped curve effect on the Objective authenticity,constructive authenticity and existential authenticity,that is,with the increase of tourism commercialization level,tourists’ perception of authenticity will gradually increase.However,when the Tourism Commercialization of historical and cultural district exceeds a certain level,Tourists’ perception of authenticity will be far away from the strongest perception of authenticity and gradually decreases;(3)Objective authenticity,constructive authenticity and existential authenticity all have a significant positive influence on tourists’ recommendation intention;(4)Objective authenticity,constructive authenticity and existential authenticity play a complete mediating role in the inverted U-shaped curve relationship between Tourism Commercialization in historical and cultural district and tourists’ willingness to recommend.